Herbert Simon once said,
…in an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it.
The way we allocate attention is equally obvious:
We go after what’s interesting.
Plenty of people solve for profit, or for fame, or for predictability. In an attention-poor world, however, solving for interesting is a good choice.
I’m Alistair Croll. I spend much of my life solving for interesting, whether it’s finding ways to make an event more engaging, trying to capture the attention of a new marketplace, or just deciding what to work on next.
Bud Caddell has a brilliant venn diagram of what we should be working on.