# Awareness strategy An awareness strategy aims to raise awareness about a product or service, but not necessarily to sell that product or service. It helps capture attention and help you "own" the idea. By owning the idea, we can get to "own" the audience. > The point of an awareness strategy is not to capture dollars by selling a thing. The point of an awareness strategy is to capture attention by selling an idea adjacent to that thing. By capturing attention with ideas you own that idea. By owning the idea, you own the audience [[Steve Bryant]] ## References - https://medium.com/@stevebryant/you-dont-get-it-you-aren-t-the-point-7ac2e5f84300