In order to effectively market to the 21st Century Bride and Groom, it is necessary to first understand their state of mind.

In rapid fashion, since the mid-1980's, methods of communication have multiplied at an unbelievable rate. Part of the outgrowth of the plethora of communication tools is the Myth of Multitasking. The notion that a person can be focused, effectively, on two or more tasks simultaneously, is simply not possible.

Linda Stone was probably the first to name the problem as Continuous Partial Attention. The essence of her perspective is that people are continuously less effective as they distracted by attempting to focus on multiple activities.

More recently, in late 2006, the overall challenge of "How to Appeal to Today's Distracted, Disinterested, Disengaged, Disenhanted, and Busy Audiences" was given full treatment in the book, Your Attention Please, authored by Paul B. Brown and Alison Davis.

In the wedding industry, there is a special mutant strain of Continous Partial Attention that we have titled: Bridal Attention Deficit Disorder or BADD.

The Three Stages of BADD >>