The value of attention


Marketing is a contest for people’s attention.
~ Seth Godin

These days, with always-connected gadgets in our hands, we’re overloaded by so many information. Some of them are good, some of them are useful, some of them are beneficial, but a lot of them doesn’t add any value to our life. Our limited span of attention are spread thin, one second we were looking at the computer screen, and then we look at the smartphone screen, and back to the computer screen, which has multiple windows open, and back to the phone again, or the tablet, which also has multiple tabs, and then there’s the TV, and the radio, and don’t forget today’s newspapers or this week’s magazine, not to mention the billboards and banners we passed on the street, and so on and so forth. Never ending stuff all vying for our attention.

Even this blog itself is seeking your attention. Although I only post it on my own social media and don’t actively advertise it, this blog is also fighting to get your attention among the many other things a reader can spend his attention to.

There’s this term “attention economy” used in a 1997 article by Michael H. Goldhaber, here. An articulation of attention economy written in 1971 by Herbert A. Simon (via Wikipedia):

“…in an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it”

Because there are overflowing things that calls for (consumes) our attention, then our attention becomes scarce. And when something is scarce, it becomes valuable. How valuable is it? How much is our attention valued? It depends on what sort of medium that holds our attention. Ironically, the ones who put monetary numbers on the value of attention are, marketeers. Marketeers strive for our attention on behalf of the brands (products/services by corporations) they represent.

I work in marketing, so I know about marketing and brand management quite a bit. I’m speaking from my own experience. Here are some of the phrases used to quantify our attention: eyeballs, exposures, impressions, views, CPM (cost per thousand view), click throughs, engagements, footfall, traffic. Etc. They all are referring to some form of attention from the audience, which brands call ‘target market’. Our attention is sold and bought by someone other than us, which is the marketeer. Somehow someone else, other than us, is making money from our decision on what we are paying attention to. Mark Manson wrote that in the future, our attention will be sold. I think it’s already happening now.

If brands (via marketeers) are willing to spend money to get our valuable attention, then it’s only logical if we put a value on it ourself. But we often take our attention for granted, and gave our attention away so freely, to advertisements, videos, pictures, news, chats, etc. If we value our attention properly, we will only give it to what really matters. To the loved ones, family, friends, people around us. And don’t forget to give attention to our own self, sometimes we’re so busy looking outside that we forgot to pay attention to ourself.

I’m trying to wean down my screen time as well. I mostly don’t watch TV, just a bit here and there when it is on. But I’m guilty of having my eyes glued to computer screen or the phone screen most of the time. Browsing, googling, reading news, checking email, checking the various social media, among many other things. I haven’t found a surefire trick to lessen my screen time except trying to be more mindful about it. I used to fall for those ’12 celebrities picture without make up you won’t recognize!’ headlines, because who doesn’t wanna see Scarlett Johansson looking like an average normal person? It gives a sense of relief that they’re not that flawlessly beautiful after all. With mindfulness we can catch ourself before clicking the link that will eventually lead into more mindless attention sucking stuff. With mindfulness we can, in Rumi’s word, know what to ignore.

The art of knowing is knowing what to ignore.
~ Rumi

According to Eknath Easwaran (1910-1999), the way to manage our attention is through meditation, and by focusing to one thing at a time. I do practice meditation, not as often as I would like, but I suppose it’s better than nothing. I also try to incorporate more focus in my daily life, for example focus to the food when I’m eating, and focus to listening to the other person I’m with instead of checking out the phone for new emails, messages, or status updates.

Through meditation and by giving full attention to one thing at a time, we can learn to direct attention where we choose.
~ Eknath Easwaran

When we understand the value of our attention, we realize that attention is one of the best thing we can give to others. We then appreciate more when someone gives attention to us, and we try to do the same to others.

Attention is the rarest and purest form of generosity.
~ Simone Weil

So, if you make it this far, thank you very much for your attention. I sincerely hope you find this post is worth of the attention you gave. I’m not trying to market or sell anything here, and I don’t have any agenda, I’m just sharing my own personal thoughts. If there’s an occasional advertisement below, it’s from wordpress, the free blog platform I’m using, not from me. And it’s up to you to ignore it or to pay attention to it.

Related to this post within this blog:
Where’s the line? – where does marketing ends and lying starts?

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2 thoughts on “The value of attention

  1. Pingback: Managing attention | perpetual work in progress

  2. Pingback: Adieu 2015, Hello 2016 | perpetual work in progress

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