Only 20 years ago, people had much less data than today. Back then, people received 3.7 times less information than we are dealing with now. Due to this enormous amount of data, people tend to scatter their attention and move quickly from one thing to another. So, what exactly causes the spread of attention? What is the reason for frequent multitasking and increased distraction?

The problem is that content production has become a breeze with the emergence of YouTube, blogs, and Instagram. Such tools have greatly simplified the creation of new information, often with just a few clicks. As the amount of information available to us continues to grow and the duration of the day remains the same, distributing attention is the only way to keep up with it all.

For this reason, leveraging attention for your cause might seem like chasing a rainbow. So, think of startups – they also demand attention. Just consider all the investors, media, customers, and employees that can provide it. However, a startup can face competition and the challenge of breaking unproductive habits. A massive flow of unimportant information has made us ping-ponging back and forth.

Attention is an essential factor in making ideas and products popular. Let's look at Instagram – its success is all about attracting and keeping people's attention. In today's world, being just "good enough" is insufficient. For instance, although many talented writers produce great works of literature, not each of them becomes a bestseller or gains widespread recognition. They don't arouse the same admiration among readers as Stephen King or J.K. Rowling. Ultimately, even the famous Franz Kafka published only a few of his works during his lifetime!

The key to transforming a good idea into a revolutionary one is attention. However, getting and keeping it takes effort. It is not something that you can achieve easily. Now, let's see how to do this!