Is it interesting because it happened...
or because it happened to you?
If George Clooney sits next to you at a restaurant, that's interesting to you, no doubt, but only interesting to your friends because you're so excited. I mean, he had to sit next to someone!
Should we read your press release or come to your gallery opening or take a sales meeting because it's important, or because it's important to you?
Marketing is the art of seeing (and then creating) what might be interesting to more than our friends.
There's a circle of friends in our lives that care a lot about what we care about. The rest of the world? They mostly don't.
[Feel free to insert "important" and "urgent" as well. ]