# Engagement & attention Attention is absolutely the new currency of the realm in 2024 and beyond. Everybody is completely bombarded with notifications, emails, texts, calls, social media DMs, and worse. In the business world it is incredibly rare to have a meeting where someone isn't doing 6 other things while they are "talking" with you. For customers, the fight for their attention is literally all out warfare, and the weapons have gone way past nuclear. Those who can command the attention of others will hold supreme power in the world moving forward. One hack I've found is the speed at which you respond to another individual. The faster the better. Immediate is god tier. I've won a lot of the deals in the sales function of my work ([[Ben Gothard]]) by being faster to respond than others. It is a double edged sword, however, because I've been over-indexing on industrial ([[7 Core Disciplines]]) at the expense of other things. Yet the deals get done, and I absolutely love the act of doing deals. As a dear friend of mine put it, "business is the way I [[Expression of inner nature|express myself]]." Few others really understand this, and I love the idea of doing as much business as I possibly can for the remainder of my life. I never get tired of it, and often find myself chomping at the bit to do more. Most peoples' eyes glaze over after a certain amount of discussion about it. Attention. I know the zombie-like signs, and am training myself to be immune to the feeling of disappointment when I see it. Fortunately, there are a select few who love it as much as I do, and those people are becoming more and more dear to me. Interestingly, they also have similar values when it comes to health, fitness, and taking care of oneself. There is a tie back to attention there somewhere, but I'll leave that for your imagination. Until next time.