John Hagel writes:
Why is our attention so valuable? Because it is so scarce or, more accurately, because its relative scarcity has been rapidly increasing. Attention is a constant resource for each of us we only have 24 hours in the day. It is up to us how we use those 24 hours. Whats changed is that we have more and more options competing for our attention. We face increasing abundance both in the production and distribution of goods and information about those goods. Some people think this is a curse. I happen to believe it is a blessing for many reasons.
But it does pose a challenge. Each of us feels more pressure to increase our return on attention given more and more options competing for our attention, we run significant risk of fragmenting our attention and diverting our attention to lower value options. Anything or anyone who can help us increase our return on attention will likely get more of our attention over time, especially if they can further increase our return on attention over a broader scope of activities. A powerful increasing returns dynamic can be unleashed if the game is played right.