The Value of Relevant Attention: tell me what you pay attention to and…

The word attention comes from the Latin attentio, meaning to direct the mind or observe carefully. Attention is our subjective ability to focus our senses and reasoning on something or someone. It is about choosing, prioritizing, and ultimately deciding where and how we invest our time and energy.

Due to the accelerated, multitasking pace of modern life, our attention is often divided and unfocused, frequently dedicated to aspects far from our true essence. Philosopher Carlos Javier González reminds us, “To attend is to learn to wait,”[1] emphasizing the need to pause, observe, feel, and connect. Yet, we often live on autopilot, overwhelmed by a constant stream of stimuli that turns us into passive consumers. Becoming aware that our attention is finite and that we give it away too easily is the first step to protecting it and reclaiming the responsibility we often delegate to others.

Having asked Pythagoras for what purpose nature and divinity created us, Aristotle received the following answer:

We were created to contemplate the sky.”

- Aristotle: Protrepticus. An Exhortation to Philosophy (frag. 18). 

First reflection: Do I prefer to contemplate the lives of others on a screen, or gaze at the stars?

The Economy of Attention

Attention is valuable, selective, scarce, and complex. We cannot focus on everything at once. Despite living in an era defined by multitasking, our attention remains fundamentally limited. This limitation has turned attention into the most valuable currency and KPI in today’s economy.

Herbert A. Simon, Nobel laureate, anticipated this shift:

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.” [2]

In a world saturated with information, the value of attention is devalued, making its effective management crucial.

For media, brands, and content creators, attention has always been the ultimate goal. However, the digital revolution has fragmented audiences and made attention even scarcer. The competition to capture and retain attention has sometimes led to questionable practices, prioritizing manipulation over genuine value.

The Cost of Hyper-Personalization

Digitalization has multiplied online content, dispersing audiences and making attention a rare commodity. The race to attract and hold attention has sometimes shifted from offering genuine value to using manipulative tactics, trapping users with endless feeds and personalized algorithms.

The first step to being noticed is being found. In a world of infinite content, hyper-personalization and niche targeting have replaced mass content. The key is curating and delivering the right content to the right person-a concept central to Kevin Kelly’s “economy of findability”[3]. This shift explains the rise of UX/UI design, tailored algorithms, and behavioral economics.

Today, our attention is governed by algorithms designed by experts in interaction and behavioral biases. Our senses are often unconsciously trapped in a cycle designed to attract, retain, and sometimes hijack our attention, leading to widespread, sometimes addictive behaviors. Experts warn of a growing “social emergency,” especially among younger generations, as the long-term effects remain uncertain.

(...) any activity that encourages pause and halts the hypertrophy of our attention (overwhelmed by constant exposure to stimuli) becomes a salvific path of recovery and reclamation of our attention: a reclamation of conscious action and thought.”[4]

Second reflection: To what extent are we aware of giving away our attention to a system that profits from it? (The stars ask nothing in return for being observed…)

The Trap of Shortcuts and Cognitive Biases

As Daniel Kahneman explains, “first impressions strongly influence what captures our attention, and are hard to change even when wrong”[5].

We often practice partial and superficial attention, filtered by our biases and environmental noise. Our choices are frequently driven by immediate emotion or self-interest, rather than deliberate, conscious decision-making.

Surrounded by constant stimuli, making free and thoughtful choices becomes increasingly difficult. Our brains prefer shortcuts-paths that reinforce existing beliefs, deliver dopamine, and avoid discomfort. This tendency fuels polarization, triviality, and a lack of independent thought. 

Third reflection: To what extent are we aware of the hijacking of our attention by our own biases? (Is there anything more beautiful than a starry sky?)

Toward Relevant Attention

In a noisy world, relevance means being unique, valuable, and memorable-not just for what you say, but for your authentic essence and what you contribute. Achieving relevant attention requires active listening to audiences, clients, and stakeholders, combining emotion and reason.

Relevance cannot be faked. If what you communicate does not align with your true value, or if your intent is manipulative, attention gained will be fleeting and superficial. Genuine relevance comes from connecting with needs, priorities, and values, fostering co-creation and mutual growth.

Fourth reflection: As authors or actors in the quest for attention, does anything go? Should we seek attention at any cost, or should we distinguish ourselves through relevance? (The stars shine every night, available for those who choose to contemplate them…)

Attention is a limited, biased cognitive resource that, in a context of information overload and fragmentation, has become increasingly scarce and fleeting. We have moved from the attention economy to the findability economy, where algorithm design and user experience play crucial roles in capturing and retaining attention.

Ultimately, the true value lies in relevant attention-earned through honesty, active listening, and genuine contribution. Both creators and consumers must take responsibility: creators by offering real value, and individuals by consciously choosing where to focus. Only then can we reclaim our attention, slow down, and look up-perhaps to the stars.

[1]  Carlos Javier González. https://www.rtve.es/play/videos/para-todos-la-2/filosofia-con-carlos-javier-gonzalez-serrano/6867185/)

[2]  Herbert, A. Simon. “Designing Organizations for an Information Rich World”.

[3]  Kevin Kell: New Rules for the New Economy: 10 Radical Strategies for a Connected World, 1999

[4] Carlos Javier González: https://alfayomega.es/evitar-el-desastre-reconquistar-la-atencion/)

[5]  Excerpt from the interview with Daniel Kahneman by Pere Estupinya, broadcast on “El cazador de cerebros” (The Brain Hunter) on La 2, RTVE.