By Maura Nevel Thomas, MBA, CSP |
Not having enough time is not the challenge we think it is. While our goals and ambitions may be big, we do have the time we need to be successful. In an era dominated by digital distractions, the traditional go-to concept of “time management” is losing its relevance.
We’ve all had days that end with the thought, “that was such a good day—I got so much done!” And likely a frustrating number of days that end with, “I was busy all day and somehow I got nothing done!”
In each case, you had the same amount of time in the day—24 hours. Our biggest challenge these days is not that we don’t have enough time. It’s that we have too many distractions, causing wasted time and effort.
And you can’t solve a “distraction” problem with a “time” solution.
The antidote to distraction is attention. Stop thinking about how you manage your time and start thinking about how you manage your attention.
Attention is Your Competitive Advantage
Speakers, trainers, coaches and authors like us make our careers and reputations on our expertise and our ability to leverage our knowledge into insights that will help our clients. “Cognition” is defined as the mental action or process of acquiring knowledge and understanding through thought, experience, and the senses. Your attention is the gateway to your cognition. Therefore, protecting your ability to consume, assimilate, and translate complex information into applicable wisdom is one of your most important skill sets.
Yet research shows that most people don’t support or leverage that skill set. Instead, we switch what we’re doing every minute or two. This constant switching has many negative consequences:
- It makes everything we do take longer—this is probably why you always feel pressed for time.
- It degrades the quality of our work—we are not our smartest or most insightful in 1-2-minute increments. And in our line of work, we need a variety of other qualities that are also difficult to muster in 1-2-minute increments—skills like compassion, empathy, diplomacy, and discernment.
- It chips away at our patience, making it harder and harder to slow down, be thoughtful, and be present.
- It chips away at our ability to stay focused for an extended period of time. The more distracted we allow ourselves to be, the easier it gets to distract us, creating a downward spiral that gets worse every day.
- It interferes with both working memory and long-term memory, so our very ability to learn is undermined. Given that our work depends on our ability to expand, articulate, and convey our knowledge, this interference is a critical problem in our line of work.
This constant switching is due to the endless stream of distractions we allow throughout our day. Note I said, “allow.” No one can distract you—especially digitally—unless you allow it. Only you have the power to control your attention.
So why aren’t you prioritizing this important skill?
What is Attention Management and Why Does It Matter in the Speaking Industry?
My simple definition of attention management is the ability to choose where your attention goes. More broadly, I see it as a collection of behaviors, including focus, concentration, mindfulness, presence, flow, and other “brain states,” like mind wandering. The ultimate payoff of attention management is the ability to more often recognize the brain state you’re in, decide if it will offer you the best results in the moment, and consciously shift to a more effective state of mind when required.
This recognition, decision, and shift are especially helpful for activities like:
- Creation, preparation, and practicing for a speech.
- Engaging flow when on stage.
- Ensuring your clients sense your full presence in one-on-one or small group situations—like consulting or sales calls
- Running your business operations efficiently, especially if you are a one-person operation.
Attention Management is Also the Secret to Life
Not only is attention the gateway to your cognition, it’s also the gateway to your experiences—the things you pay attention to determine the experiences you have—and the experiences you have ultimately determine your life. Every moment could be one that changes your life forever, changes someone else’s life, or creates a memory that stays with you and others until the end of your lives—but only if you are fully present for it.
The way I see it, if you aren’t in control of your attention, you aren’t in control of your life.
Practical Tips for Managing Attention
So how can speakers adopt better attention management strategies? The following are suggestions —some you can implement right away, and some will take a little more time, but as the saying goes, “the best time to plant a tree was 20 years ago. The second-best time is now.”
- Control Your Environment
Ensuring you have a distraction-free workspace is crucial. This might involve:
- Wearing noise-canceling headphones.
- Having a clutter-free desk.
- Setting specific boundaries with family or coworkers. Try a signal that tells them when you’re doing “deep work”—such as a closed door, or wearing headphones (playing white noise, nature sounds, or instrumental music is usually better than your favorite playlist).
Implement these adjustments and make sure to honor them consistently to train both yourself and those around you.
- Control Your Technology
No one can interrupt you digitally unless you allow it. So stop allowing it! Your technology is supposed to be for your convenience, not so anyone in the world can interrupt you at any time.
Turn off all notifications except those that truly serve you, like the reminder that the meeting is about to start, or the app that tells you that your flight is delayed or your gate has changed.
Set your devices to “Do Not Disturb” during periods when you need deep focus. When engaging in deep work or important conversations, close unnecessary tabs and apps. Turn away from your computer when on the phone or speaking with someone.
I’m not suggesting you go “dark” for hours or days at a time. But how about 30 minutes every hour, or a full hour a few times per day?
If you’re concerned about “emergencies,” consider what an “emergency” really is for you. How much in your life really can’t wait for 30-60 minutes while you finish what you’re working on? Being “responsive” to your clients doesn’t have to mean being constantly available, reacting immediately to their every request.
- Systematize Your Work
If you don’t use any sort of workflow management system, you’re probably working too hard. Systems make things easier, more efficient, and more scalable. The right workflow management system will help you manage both external and internal distractions, like all the mental chatter created by trying to keep track of everything you need and want to do.
James Clear says, “you do not rise to the level of your goals, you fall to the level of your systems.” A workflow management system is not only how you operate when working, but also how you approach your life in general.
Implementing a workflow management system is not giving you “another ball to juggle,” it’s offering you (metaphorically) another set of hands. Workflow management is not about technology, it’s about behaviors. Examples of workflow management systems include Working Smart by Priority Management, Getting Things Done by David Allen, and my Empowered Productivity System.
Conclusion
Attention management offers a more flexible and realistic approach to productivity compared to traditional time management techniques. For speakers who juggle multiple roles and responsibilities, mastering this skill is crucial for improving not just your work performance, but also your quality of life.
By learning to manage your attention, you can unlock better outcomes in your speeches, your client work, and your business operations. In addition, you might just find that the ability to intentionally shift to a more effective brain state creates moments in your life that are richer and more meaningful.
YOU have the power to choose to live a life of intention and choice, or a life of reaction and distraction. Which will it be?
