The war for attention: A challenge for future leaders

For decades organisations have been focussed on how to win the “War for talent”. This concept of attracting and retaining the best people for your organisation to beat the competition has been studied and written about extensively. Billions of dollars are invested by the largest organisations in the world every year to ensure they win this so-called “war”. Reason being, it’s hard to find talented people, and even harder to keep them. Before you tune-out and move onto the next story in your newsfeed let me hold your attention for a moment longer. If you want to win, stop focussing on trying to “win” new talent and start focussing on how you harness the attention of the talent you already have. A room full of highly talented people that are constantly distracted is far less productive than a room full of average people who are highly focussed.

Talent vs Attention

When was the last time you recall being 100% focused on the task at hand for more than 15mins without letting your thoughts wander, your motivation wane or your frustration build? For many people, it may even be a challenge to recall the last time they spent more than 5 minutes focussing on a single task. If that’s you, then your talent is being hindered by your inability to focus your attention. In doing so, you’re not working toward your potential and denying yourself the opportunity to be happy, fulfilled and successful. When I think of attention it’s like holding a magnifying glass at an angle to catch the rays of the sun so they can concentrate intensely on a single point. When you get the angle just right, the heat becomes so focussed that it can cause wood and paper to spontaneously combust (or a few ants meet a gruesome and spectacularly fiery death). At the wrong angle, the magnifying glass does nothing to increase the intensity of the sun’s rays or worse, block the sun’s rays altogether and create a shadow! In many ways, the ability to focus your own attention is how you create a critical threshold for productivity, creativity and ultimately achieve results. The rays of the sun are reflective of talent, but without the magnifying glass focussing our attention, we can never fully generate enough energy to create fire.

Attention-deficit

We’ve all experienced having the best of intentions to finish off an important project or deliverable only to get side-tracked by a multitude of competing priorities and not follow through on what we started. Sadly, the competing priorities that steal our attention are usually our email inbox or notifications on our phone. I’ve asked thousands of people to consider what’s most important to them over the years and not one of them has ever answered with “email”, “social media” or “responding to my latest text messages”.  Despite this, many people still gauge their productivity, value and effectiveness on how many emails they have in their inbox. About three years ago when I was still working in corporate, I had a colleague peer over my shoulder and make comment on how few emails I had in my inbox. I personally wasn’t phased by how few emails I received. I saw this as a sign that I was communicating clearly with my clients and meeting their expectations. It meant that I was spending more time sitting with my clients and doing what I do best, rather than spend time hunched in front of my laptop. My colleague’s interpretation was that my job was on the line and I should be feeling vulnerable. My response… “thanks for your concern. I don’t get paid to have an inbox crammed full of emails, most of which are not relevant to me.” With a smug tone, they made a prediction that I wouldn’t be there much longer. About three months later, that same employee was made redundant and I continued on in my role for another 6 months before jumping ship. The point here is, where your attention goes, your energy flows. Indeed, when your attention is so thinly spread, you start to suffer from an attention deficit. This colleague was so focussed on transactional emails and other menial tasks, their role was no longer of value. They had become irrelevant.

Attention first, talent second

The reason why your results aren’t reflective of your potential isn’t that you don’t have enough talent, it’s because your talent isn’t focussed. Just as you’re beginning to make some progress your attention is shifted onto the next distraction. This tendency to follow distraction is not new but let’s just agree that the explosion of social media and the prevalence of smartphones has made being distracted a whole lot easier than it used to be. What’s worse is that the most popular apps are those such as Instagram, Tik-Tok and Snapchat that predominately use short videos to capture your attention. What’s more, is that while our ability to sustain focussed attention is getting shorter, our time spent on social media apps is increasing. Don’t get me wrong, I love the benefits that social media have introduced to the world and fully support them moving forward. My real concern is how organisations are managing this “war for attention” which will only become more relevant in the coming years as generation Z and generation alpha kids start to form a larger percentage of our workforce. I don’t care how talented somebody is, if they aren’t able to hold their focus for more than a few minutes without checking their social media feeds or texting a friend, we have a problem.

Despite me being Gen Y (or Millenial if you prefer that terminology), my kids insist that I’m a “boomer” and I’m acutely aware that this article is likely to get a similar response. Please don’t misinterpret what I’m writing here as sledging social media. I’m not. I am, however, challenging you to think about how you sustain your own attention and consider how you might focus the attention of your team when it is filled with Gen Zs and Gen Alphas over the next decade.

How to focus your attention

Cal Newport discusses strategies to reduce distraction in his book “Deep work” which I highly recommend reading. There are many ways to focus your attention but one of the best ways I know is to engage in learning. When you are learning something new (particularly if you are interested in the topic/task) you become fully engrossed, leaving little room for faulty thinking, boredom, negative thoughts or self-doubt to creep in. Motivation is arguably the biggest hurdle when engaging in new learning which is why I make conscious learning a daily practice. As most of my clients know, I’m a juggler and have been practising for 25 years now. Every day, I spend time focussing my attention completely on finessing my skills and enhancing my ability to sustain my focus. There have been times in my life where my practice has fallen off the priority list, but each time I come back to it, I recognise how important the daily ritual is to align my body with my mind. As an executive coach, being able to focus my attention is a critical skill. Without this skill, I’d be unable to hold presence with my clients which is essential for them to be able to get present in our sessions. While it’s rather serendipitous that I discovered juggling at an early age, I maintain that it is the single best activity I have come across that simultaneously engages the mind and body in complex adaptive learning but also allows you to flex between that which is easy and that which is challenging. I also attribute my ability to remain calm under fire to my years of conscious practice with juggling[1]. Additional benefits include reduced stress, reduced anxiety, improved peripheral vision, improved co-ordination, and some studies have even shown and increase in both white and grey matter in the brain as a result of continued practice.

If you’d like to give it a go and learn for yourself, check out my youtube videos here which guide you through steps you need to take to learn how to juggle.

If juggling isn’t your thing, have a go anyway! If you are resisting it because you  “don’t have time” or “you already know how” or you’re “not very co-ordinated”. These are all excuses that you are using to not learn. My advice, drop your ego and stop telling yourself bullshit stories that are preventing you from learning, improving and developing. Your ability to focus your attention, be in the moment and enable others to do the same will be what sets you apart as a future leader. Nobody is born with the ability to completely focus so it takes considerable practice. While it may be hard, the payoff is well worth it.

[1] If you’d like to learn more about the research on the many benefits of juggling please email me at: joe@joehart.com.au and I’d be happy to share my resources with you