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The greatest gift you can give anyone is your undivided attention…

The greatest gift you can give anyone is your undivided attention…

– Will Schwalbe –

The End of Your Life Book Club

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The simple act of paying attention can take you a long way.

All eyes turned to look at us’ would be a slipshod way of putting it; eyes don’t turn anyway, heads do, but as our little group joined the fringe of the assembly, there was a discernible swivelling of attention in our direction.

We’ve already seen the attention merchant’s basic modus operandi: draw attention with apparently free stuff and then resell it. but a consequence of that model is a total dependence on gaining and holding attention. This means that under competition, the race will naturally run to the bottom; attention will almost invariably gravitate to the more garish, lurid, outrageous alternative, whatever stimulus may more likely engage what cognitive scientists call our ”automatic” attention as opposed to our ”controlled” attention, the kind we direct with intent. The race to a bottomless bottom, appealing to what one might call the audience’s baser instincts, poses a fundamental, continual dilemma for the attention merchant-just how far will he go to get his harvest? If the history of attention capture teaches us anything, it is that the limits are often theoretical, and when real, rarely self-imposed.

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