In this clip from Genuin Connections, recorded live at POSSIBLE 2026 in the Genuin Suite at the Fontainebleau in Miami Beach, Scott Hendrickson, Chief Revenue Officer at Firmly, lays out one of the most important convergences ahead in marketing: the merging of attention-driven media and convenience-driven commerce.
Host Matt Wurst, CMO of Genuin, draws out Scott's framework for two parallel technology conversations that have been running in silos — one focused on capturing attention and driving awareness, the other focused on making it frictionless to buy. Scott argues these worlds will eventually come together: when a brand has a consumer's attention and the context is right, why not give them the chance to buy right then? The clip closes on the open question of who's actually building the bridge between attention and transaction — and how much revenue is being left on the table while that gap remains.