Episode OverviewIn this episode of The Future-Ready Advisor, host Sam Sivarajan sits down with Charlie Grinnell, co-founder and CEO of Right Metric, for a masterclass in digital marketing and customer acquisition. Charlie shares insights from his time as global head of social at Red Bull and reveals how disruptors like Chime and Wealthsimple are outpacing traditional banks by understanding the attention economy.They discuss why financial institutions need to think long-term about marketing investments, how to compete for attention in a digitally native world, and practical strategies for reaching younger clients where they actually spend their time. Whether you're struggling with attribution, looking to attract Gen Z and millennial clients, or wondering how to market like a media company, this conversation delivers actionable strategies to transform your approach.Key Quote"Don't listen to what people say, watch what they do. Everybody lies." --- Charlie GrinnellKey Takeaways•     Red Bull's marketing success comes from treating attention as the ultimate currency and playing the long game.•     Chime has more customers than Canada's biggest bank after just 10 years---showing the power of digital-first strategies.•     Financial services preach long-term to clients but operate on short-term quarterly metrics---a fundamental disconnect.•     Fish where the fish are---meet your target audience on their platforms, speaking their language authentically.•     Insights without action are worthless---always ask "how can I act on this today?" and start small with testing.Sound Bites•     "Red Bull understood the value of attention way before everyone else did."•     "Whether you buy the product or not, you're going to spend time with our brand."•     "Chime is 10 years old and already has more customers than the biggest bank in Canada."•     "Financial marketers don't look externally, which I think is a huge problem."•     "You can't be the adult coming into the room saying 'hello, fellow kids.'"Topics Discussed•     01:08 -- From Red Bull to Right Metric: Understanding the Attention Economy•     06:20 -- The Long-Term vs. Short-Term Paradox in Financial Services•     15:45 -- Why Chime and Wealthsimple Are Winning Against Traditional Banks•     36:02 -- Creating Authentic Content for Gen Z and Millennial Clients•     56:24 -- Rapid-Fire Round: Fish Where the Fish Are & Actionable InsightsResources Mentioned•     Learn more about Charlie Grinnell: LinkedIn Profile (https://www.linkedin.com/in/charliegrinnell/) or visit connectwithcharlie.ca•     Explore Right Metric's resources: rightmetric.coStay Connected with The Future-Ready Advisor•     Subscribe on your favorite podcast platform to never miss an episode.•     Join the conversation on LinkedIn---share your thoughts and connect with other forward-thinking advisors.•     Explore more insights on Sam's website or theuncertaintyedge.com