Why Attention is our Most Valuable Currency!
Once just a philosophical concept, attention has become the foundation of our modern economy….
I was speaking to a friend recently and, as I do, dropped one of my favourite, now colloquial terms - “I don’t subscribe to busy culture” - and his response… “But how?”, stopped me in my tracks.
My answer, although it took a moment to refine it into a word, was “attention”.
In cognitive psychology, attention is defined as our brain's ability to selectively focus on specific information while filtering out distractions.
Whether it’s focused, sustained, selective or alternating attention, they all involve complex cognitive processes and come with a expensive price tag - cognitive capacity and metabolic energy. Once, just a philosophical concept, attention has become the foundation of our modern economy.
Our attention is being bought and sold
Every notification, every algorithm, every "breaking news" alert is engineered to capture and monetise our finite cognitive resources.
The average information-based worker checks their email every 11 minutes and takes 20+ minutes to fully refocus after each interruption. We're not just distracted; we're systematically having our mental bandwidth harvested.
“Attention… taking possession by the mind, in clear and vivid form… implies withdrawal from some things in order to deal effectively with others.” ~ William James
So Why Does Attention Matter?
Attention impacts the human experience in several ways. When it is cultivated, deployed and managed intentionally, it enables more proficient and efficient work, supports learning and memory and promotes that feel-good-dopamine-experience of progress and productivity. Healthy attentional skills promote mental clarity, contribute to better mental and physical health, enhance emotional regulation, and reduce stress.
A lack of attentional capacity also comes with a hefty price tag. Up to a 40% drop in productivity has been shown in employees that are frequently distracted or interrupted, long-term memory and recall can be compromised, experiences of stress and anxiety are magnified, sleep disruptions and the risk of burn out increases… and in relationships… well, we’ve all been on the receiving end of a distracted partner or a ‘multi-tasking’ colleague!
Those who thrive are intentional guardians of their attention
The people who thrive in the noise of this modern era, protect their cognitive resources and invest their attention intentionally.
In the words of my friend… “But how?”
By:
carving out time and creating environments that support deep work
understanding your individual ultradian cycles and knowing when your attention is naturally at its peak
treating your attention as the valuable, finite resource that is, and strategically allocating it
minimising distractions and competing influences – that may be people, behaviours, tasks or devices
simplify - align with your core values to prioritise what matters most and delegate or allocate only necessary resources to what is less important
and… practice cognitive skills that enhance your ability to focus, sustain and switch your attention effectively!
Remember, in a world where everyone is competing for mindshare, the ability to direct your attention deliberately isn't just a productivity hack, it's a investment into your health and performance.
Thank you for your attention!
Marissa x