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.

Tim O’Reilly implores us to work on stuff that matters. Jeff Hammerbacher laments that “The best minds of my generation are thinking about how to make people click ads.” I think they’re both right.

Bud Caddell has a brilliant venn diagram of what we should be working on.

Bud Caddell's "How to be happy in business"

My career is a constant attempt to get to the middle of it. If you’re trying to reach me, use the Twitter, LinkedIn, or Google Plus links on this page.