Attention, Focus and Affinity
In this attention-starved reality how to connect with others. Lets discuss.
Baby Shark, a Korean song for children, is one of the most watched videos on YouTube. Its specialty is that the vibrant visuals change within 10 seconds or so to keep the baby glued to the screen.
I have heard many argue that attention-centred behaviour is being programmed into the children right from infancy. Our products, services and Apps are meant to attract and retain attention.
Attention is innate biology.
Attention comes from the deepest part of our brain - the lizard brain - every watching for predators/prey and potential mates. You want to avoid the attention of one (hence the camouflage) and seek the attention of other (the colourful feathers etc.).
Experts are hacking this primal behaviour to their advantage. They know how to keep us glued. The shiny thing, crying baby and unboxing emotions, etc. all want to catch, hold, and lock-in our attention.
It is so impressive, we want attention ourselves. Our Instagram reels, filter-augmented profile photos and well-crafted holiday pics are our attempts to catch the attention of others. We even ridicule ourselves and those we love to get attention.
Focus is different.
The onus to direct our focus is on us. Focus is active, deliberate and more human. Unlike attention, focus is more cerebral - more human. It is not fleeting. It changes you. It takes work and tires us.
But even a focussed person can be distracted by the attention-seeking others. Focussed work seems is arduous. If you want to get good grades at school, you need focussed work. But it is a slog. And distractions are quite enticing. Increasing distractions lower the threshold for focussed work.
But beyond focussed work is Affinity!
Lucky few experience a type of focussed work where time passes easily. There are no distractions and the work seems energising rather than a slog. It happens when we have strong affinity for what is before us.
If we have affinity for the people we connect with, the connections become real and the needs for filters and all attention-seeking behaviour disappears.
When you put affinity in the products, services and apps we design, we treat the customer as if we see and acknowledge them as people - not as product/service consuming machines. These people then recall you and your products, services fondly.
Affinity eliminates distractions. We truly connect with people.
In sum
Attention is not a worthwhile goal. It is, at best, a stepping stone. No one wants to hear baby shark into their adulthood (may be they will). But Bach and Vivaldi are heard through the ages.
We need to connect with people - truly connect and we must care about them. We need affinity.