Awareness is attention that you took. Engagement is attention that you earned.

Many ads take awareness. They only deserve what they took if they did the work of engaging and moving you.

Many referrals take awareness. They only deserve what they took if folks engage because you lived up to expectations.

Setting yourself on fire in Time Square takes awareness. It only deserves the attention if others engage by setting themselves on fire too.

Do you want your work to be seen, or do you want it to engage people?