The new time­line for your at­ten­tion
Jeff & Lindsay Sage / 9 May 2017

Technology is literally re-wiring your brain. 

As Internet behemoths work tirelessly to monetize the empty spaces that were previously unfilled in our lives, our brains adapt accordingly.

The results of a research study conducted by Microsoft show that the average human attention span has fallen from 12 seconds in 2000 (around the time of the mobile revolution began) to eight seconds today. For comparison, a goldfish has an attention span of eight seconds says the study. 

That’s right, you hold a thought less than…


Sorry…right. We’re back. 

Casting aside the borderline junk science of this study (the human brain is actually quite magnificent and adaptable, even capable of about a million gigabytes of storage space), one thing rings true in the age of mobile-phone-as appendage:

Even if we don’t quite understand why, human attention seems increasingly in short supply. 

Meanwhile, we continue to go through what Shirky called the largest increase in expressive capability in human history.

Competition for attention grows daily.

That means meaningful attention, the kind that gives you a real shot at influence, conversion and action is rooted in relevance, honesty and trust built over time. It’s an approach and point of view that isn’t naive enough to think it can make a difference in the long run without research and facts, over fiction and an ample ad buy. Fleeting attention a la gimmick is almost never worth the price of trust.

The customers and communities you serve demand a thoughtful, strategic and potent position now more than ever. 

And there’s less time than ever to get it right.


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