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New technologies have fundamentally changed the science of capturing attention.
True
False
Right !
With an infinite array of distractions just one click away, attention may seem like a scarcer and more fleeting resource than ever before. Technology has increased the amount of information that is available and made it possible to connect with more people, ideas and resources around the world. But these developments have not really changed the fundamental cognitive processes that drive attention, which have been evolving over the past 200,000 years. The mechanisms that enable you to capture and hold attention over the long term are relatively timeless — but rarely mastered.
Source : Captivology: The science of capturing people’s attention by Ben PARR (Harper Collins, March 2015).
Source : Captivology: The science of capturing people’s attention by Ben PARR (Harper Collins, March 2015).
Wrong !
With an infinite array of distractions just one click away, attention may seem like a scarcer and more fleeting resource than ever before. Technology has increased the amount of information that is available and made it possible to connect with more people, ideas and resources around the world. But these developments have not really changed the fundamental cognitive processes that drive attention, which have been evolving over the past 200,000 years. The mechanisms that enable you to capture and hold attention over the long term are relatively timeless — but rarely mastered.
Source : Captivology: The science of capturing people’s attention by Ben PARR (Harper Collins, March 2015).
Source : Captivology: The science of capturing people’s attention by Ben PARR (Harper Collins, March 2015).
To get the attention of your teams, you should know how to surprise them.
True
False
Right !
“If somebody fires a gun in the air, you’re going to turn your head.” The first stage of attention is the simplest. It lasts only a couple of seconds and is driven by “near instantaneous mental and emotional impressions and gut reactions.” People are hardwired to detect changes in their environments and, particularly, potential threats. This translates into a universal bias for novel stimuli. “We are constantly shifting our attention from object to object, looking for anything that is dangerous, interesting or novel until we decide to focus our attention on something.”
Source : Captivology: The science of capturing people’s attention by Ben PARR (Harper Collins, March 2015).
Source : Captivology: The science of capturing people’s attention by Ben PARR (Harper Collins, March 2015).
Wrong !
“If somebody fires a gun in the air, you’re going to turn your head.” The first stage of attention is the simplest. It lasts only a couple of seconds and is driven by “near instantaneous mental and emotional impressions and gut reactions.” People are hardwired to detect changes in their environments and, particularly, potential threats. This translates into a universal bias for novel stimuli. “We are constantly shifting our attention from object to object, looking for anything that is dangerous, interesting or novel until we decide to focus our attention on something.”
Source : Captivology: The science of capturing people’s attention by Ben PARR (Harper Collins, March 2015).
Source : Captivology: The science of capturing people’s attention by Ben PARR (Harper Collins, March 2015).
What draws attention can also be easily forgotten.
True
False
Right !
Whatever captures attention at the unconscious stage is also immediately forgotten. People don’t retain anything in their working memories until the moment when, at least on some level, they consciously choose to focus. They don’t have time to evaluate the merits of every person, company, or idea (they) encounter. As a result, they use shortcuts when deciding how to focus their attention. This is why knowing how to sustain the immediate attention that you capture over the long term is a key leadership competency!
Source: Captivology: The science of capturing people’s attention by Ben PARR (Harper Collins, March 2015).
Source: Captivology: The science of capturing people’s attention by Ben PARR (Harper Collins, March 2015).
Wrong !
Whatever captures attention at the unconscious stage is also immediately forgotten. People don’t retain anything in their working memories until the moment when, at least on some level, they consciously choose to focus. They don’t have time to evaluate the merits of every person, company, or idea (they) encounter. As a result, they use shortcuts when deciding how to focus their attention. This is why knowing how to sustain the immediate attention that you capture over the long term is a key leadership competency!
Source: Captivology: The science of capturing people’s attention by Ben PARR (Harper Collins, March 2015).
Source: Captivology: The science of capturing people’s attention by Ben PARR (Harper Collins, March 2015).
To increase the impact of your message, you can tailor it to fit into your audience’s frame of reference
True
False
Right !
People are more likely to pay attention to your message when it fits into their frame of reference, which is influenced by their past experiences, cultural expectations, interests, opinions, and current moods. To identify and adapt to your audience’s frame of reference, reflect on the following: When is your audience most and least stressed? When and where will they be least distracted? What kind of words and topics will automatically cause them to shut off their attention? What will their natural objections to your message be? What words or arguments will make them defensive?
Source : Captivology: The science of capturing people’s attention by Ben PARR (Harper Collins, March 2015).
Source : Captivology: The science of capturing people’s attention by Ben PARR (Harper Collins, March 2015).
Wrong !
People are more likely to pay attention to your message when it fits into their frame of reference, which is influenced by their past experiences, cultural expectations, interests, opinions, and current moods. To identify and adapt to your audience’s frame of reference, reflect on the following: When is your audience most and least stressed? When and where will they be least distracted? What kind of words and topics will automatically cause them to shut off their attention? What will their natural objections to your message be? What words or arguments will make them defensive?
Source : Captivology: The science of capturing people’s attention by Ben PARR (Harper Collins, March 2015).
Source : Captivology: The science of capturing people’s attention by Ben PARR (Harper Collins, March 2015).
The messenger is more important than the message.
True
False
Right !
This is a misconception! Recruiting influential people (famous experts, those at the tops of their fields, popular bloggers, and so on) to support your idea, product, or brand is not necessarily the best way to generate word-of-mouth. “The notion is that anything these special touch will turn to gold. If they adopt or talk about a product or idea, it will become popular. But conventional wisdom is wrong,” explains Jonah Berger. Focusing too much on the messenger can cause you to neglect a more obvious driver of sharing: the message itself. “Contagious content is (…) so inherently viral that it spreads regardless of who is doing the talking. Regardless of whether the messengers are really persuasive or not and regardless of whether they have ten friends or ten thousand.”
Source : Contagious: Why Things Catch on by Jonah Berger (Simon & Schuster, March 2013).
Source : Contagious: Why Things Catch on by Jonah Berger (Simon & Schuster, March 2013).
Wrong !
This is a misconception! Recruiting influential people (famous experts, those at the tops of their fields, popular bloggers, and so on) to support your idea, product, or brand is not necessarily the best way to generate word-of-mouth. “The notion is that anything these special touch will turn to gold. If they adopt or talk about a product or idea, it will become popular. But conventional wisdom is wrong,” explains Jonah Berger. Focusing too much on the messenger can cause you to neglect a more obvious driver of sharing: the message itself. “Contagious content is (…) so inherently viral that it spreads regardless of who is doing the talking. Regardless of whether the messengers are really persuasive or not and regardless of whether they have ten friends or ten thousand.”
Source : Contagious: Why Things Catch on by Jonah Berger (Simon & Schuster, March 2013).
Source : Contagious: Why Things Catch on by Jonah Berger (Simon & Schuster, March 2013).
Only empathy is needed to keep attention over the long term.
True
False
Right !
People have “a deep-seated need to be recognized, validated, and understood by others” that strongly determines to whom they give their attention over the long term. “All mammals want atten- tion. Only human beings need acknowledgment,” says Dr. Zengotita, an expert in anthropology and media. In regards to attention, Recognition (do you know my name? Do you know I exist?), validation (Do you think I’m special, unique, or important?) and empathy (Do you feel what I feel? Do you care about me? Do you understand me?) are the most powerful way to secure long attention, but may not be enough if you do not also invest constant effort over time.
Source : Captivology: The science of capturing people’s attention by Ben PARR (Harper Collins, March 2015).
Source : Captivology: The science of capturing people’s attention by Ben PARR (Harper Collins, March 2015).
Wrong !
People have “a deep-seated need to be recognized, validated, and understood by others” that strongly determines to whom they give their attention over the long term. “All mammals want atten- tion. Only human beings need acknowledgment,” says Dr. Zengotita, an expert in anthropology and media. In regards to attention, Recognition (do you know my name? Do you know I exist?), validation (Do you think I’m special, unique, or important?) and empathy (Do you feel what I feel? Do you care about me? Do you understand me?) are the most powerful way to secure long attention, but may not be enough if you do not also invest constant effort over time.
Source : Captivology: The science of capturing people’s attention by Ben PARR (Harper Collins, March 2015).
Source : Captivology: The science of capturing people’s attention by Ben PARR (Harper Collins, March 2015).
An inspiring story is better than a long speech.
True
False
Right !
Identify the emotional core of your message, or why it will be meaningful for your team. While it can be difficult to identify the emotional core around subjects like “robust product road maps” or “incentivizing customer loyalty,” Annette Ferrara says it is always possible to do so through “story therapy,”** which consists in reflecting on human-centric questions such as the following and delivering messages that convey those answers: What are you and your team passionate about? What is your purpose? Why are you doing what you’re doing? What are your strengths? Where do you add the greatest value?
Source: « Manage Your Team’s Attention » (Harvard Business Review, January 2015) and « Are you paying attention ? » by Julian Birkinshaw (London Business School, March 2015)
Source: « Manage Your Team’s Attention » (Harvard Business Review, January 2015) and « Are you paying attention ? » by Julian Birkinshaw (London Business School, March 2015)
Wrong !
Identify the emotional core of your message, or why it will be meaningful for your team. While it can be difficult to identify the emotional core around subjects like “robust product road maps” or “incentivizing customer loyalty,” Annette Ferrara says it is always possible to do so through “story therapy,”** which consists in reflecting on human-centric questions such as the following and delivering messages that convey those answers: What are you and your team passionate about? What is your purpose? Why are you doing what you’re doing? What are your strengths? Where do you add the greatest value?
Source: « Manage Your Team’s Attention » (Harvard Business Review, January 2015) and « Are you paying attention ? » by Julian Birkinshaw (London Business School, March 2015)
Source: « Manage Your Team’s Attention » (Harvard Business Review, January 2015) and « Are you paying attention ? » by Julian Birkinshaw (London Business School, March 2015)
To focus the attention of your teams, you first have to learn how to manage your own.
True
False
Right !
You must first become “thoughtful and disciplined” in how you manage your own attention before you can hope to focus the attention of teams on what matters. Limit the amount of information you consume and give yourself time for reflection. “When we have plentiful access to information, we also need to find time for reflection,” writes Birkinshaw. “Think of this as a low-tech version of meditation or mindfulness: it simply means creating breaks in the day, perhaps during a commute or while exercising, where you make sense of the stimuli you have been bombarded with, and where your ideas are allowed to gestate.”
Source: « Manage Your Team’s Attention » (Harvard Business Review, January 2015) and « Are you paying attention ? » by Julian Birkinshaw (London Business School, March 2015)
Source: « Manage Your Team’s Attention » (Harvard Business Review, January 2015) and « Are you paying attention ? » by Julian Birkinshaw (London Business School, March 2015)
Wrong !
You must first become “thoughtful and disciplined” in how you manage your own attention before you can hope to focus the attention of teams on what matters. Limit the amount of information you consume and give yourself time for reflection. “When we have plentiful access to information, we also need to find time for reflection,” writes Birkinshaw. “Think of this as a low-tech version of meditation or mindfulness: it simply means creating breaks in the day, perhaps during a commute or while exercising, where you make sense of the stimuli you have been bombarded with, and where your ideas are allowed to gestate.”
Source: « Manage Your Team’s Attention » (Harvard Business Review, January 2015) and « Are you paying attention ? » by Julian Birkinshaw (London Business School, March 2015)
Source: « Manage Your Team’s Attention » (Harvard Business Review, January 2015) and « Are you paying attention ? » by Julian Birkinshaw (London Business School, March 2015)
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