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The “leader” that garnered the most attention between 2016 and 2020 was named Donald J. Trump. It did not turn out well for him, his “business,” or his brand. He was the first president since Herbert Hoover to have lost his party’s control of the House, the Senate, and the White House. P.T. Barnum may have been the first to promote the idea of “attention” as a worthy goal when he proclaimed that he did not care what the newspapers said about him so long as they spelled his name right. Trump apparently believed it as well. To others who seek to emulate the notion that attention is the most important ingredient in a leader’s arsenal, proceed with extreme caution. Attention is a commodity. Too much of it can be a bad thing, especially if the substance that propels the attention or the person seeking are negatively perceived by a majority of the target audience. Simply put, attention can be your best friend…or your worst enemy.