Attention as a Window to Our Potential

for Retail News Magazine 1–2/2022

Next to Time, Attention Is One of the Most Precious Abilities We Possess. It Allows Us to Focus on Selected Phenomena.

“Energy flows where attention goes.”— Ralph Smart

ATTENTION AND OUR INNER ENERGY

Attention is one of our most precious inner “gems.” It’s the gateway to our internal energy, which we direct based on what we choose to focus on.

Imagine attention like looking through a tube. We're surrounded by a complex reality, but we only see what’s inside the tube's frame.

• If we control the tube, we can choose where to focus.

• If someone else controls it, they decide what we focus on—and can draw from our energy without us realizing it.

The world communicates with us through attention and perception—via presentation and our interpretation of what’s presented.

Let’s explore how to hold our audience’s attention—especially our clients’—by controlling the “tube” ourselves.

SUSTAINABLE ATTENTION

According to research, continuous attention lasts 7–10 minutes. After that, the mind starts to wander or needs a dynamic pause.

Even top speakers on platforms like TED Talks—some summarizing decades of research—limit their talks to 20 minutes max. They use personal stories or anecdotes to keep things dynamic.

If we must speak longer, we should:

• Insert brief breaks: ask the audience a question, tell a joke, or share a story,

• Then pivot back to the presentation for another 7–10 minutes.

Key message: Always deliver your most important information within the first seven minutes.

MULTITASKING IS A MYTH

What we often call multitasking is really task-switching—rapidly shifting between mental tasks.The brain can only truly focus on one cognitive activity at a time.

If we focus on one thing, we miss another.

That’s why it’s critical to keep our audience engaged. The clarity of our ideas, relevance to their education level, and the ease with which we present them—all matter.

SELECTIVE ATTENTION

Human attention is easily disrupted by external stimuli.But if something deeply engages us, our brain can filter distractions and stay focused. This is called selective attention.

How hard it is to capture attention depends on:

• The speaker’s experience,

• How well we align our content with the audience’s mindset.

Any topic can be interesting if presented in a human, creative way.

We must remember we’re all human—filled with worries and joys alike. The more natural our communication, the easier it is for clients to connect with our message.

That said, every great presentation still requires a solid script, thoughtful editing, and practice—just like a well-crafted film.

THE EVOLUTIONARY “CHERRY ON TOP” OF ATTENTION

There is one situation where attention simply can’t be won or held—when the brain is preoccupied with unconscious attention.

This type of attention scans the environment for survival purposes. Its key triggers:

• Our own name,

• Food,

• Movement,

• Danger,

• And reproduction.

To avoid distraction:

• Keep food in designated areas,

• Use reproductive themes only in elegant, respectful ways.

Holding attention is up to us—and our skills.

References:

• Weinschenk, S. (2011). 100 Things Every Designer Needs to Know About People. Berkeley: New Riders.

• TEDxBerkeley: The Art of Innovation | Guy Kawasaki – Watch on YouTube

• Expert consultation: Prof. RNDr. Aleš Stuchlík, DSc.