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1011947-C1 (9 x 10.875) CREEP: none (96+4 pages) p. 48
48 AFFLUENT MAGAZINE
ebster’s dictionary defines attention as “a mental concentration
or readiness,” but this definition does little to evoke the power of
this force as it relates to its economic, political, social and
personal power. We talk about paying attention. Someone
popular is the center of attention. As intangible as it may seem, our attention
is the currency of countless transactions we engage in every day.
Why is our attention so powerful? Because what we choose to put our
attention on is where we direct our energy in all its forms — including our
time, creativity and, of course, our money. More simply put, where attention
goes, energy flows.
Let's take a metaphor from the natural world. The sun provides energy in the
form of warmth, and plants and animals have sophisticated systems to capture
and convert that energy. Comparatively speaking, sunlight doesn't have much
power because it’s spread out in so many directions. But when it’s focused and
concentrated through a magnifying glass, it suddenly becomes far more
powerful and can even start a fire. And when the power of light is condensed
to a much greater degree, it becomes a laser that can cut through steel.
In the same way, o,ur mind, with its power of attention, acts as a focusing
agent for our energy; a magnifying glass through which that energy can be
amplified in its impact. If we learn to train our attention, it too can become
like a laser, a powerful tool for cutting through many of the illusions and
misconceptions that trap so many of us in our day to day lives.
Let's look at how the major players in the corporate world relate to our
attention. Companies spend billions of dollars on marketing and advertising,
the goal of which is to catch our attention. It is in many cases their biggest
expense. Our TV screens often carry one, two or three additional messages in
the space around the picture we're watching; and as we surf the Internet
nowadays, there are countless attention-grabbers on almost every page.
Companies also spend thousands of dollars researching where people go while
they are online, with some software programs even tracking which sites we
visit, where we click, and even how long we stay on a page. These days, our
kids need even more stimulus and can watch TV, send instant messages and
play a video game all while listening to their iPod.
All this seems like it would be exhausting, but have you ever noticed that it's
a lot easier to watch television or surf the Web than it is to do something like
meditate? That's because our attention is so accustomed to being distracted
and drawn outward that for most of us, the idea of spending time in silence
and doing nothing but focusing our attention seems almost impossible.
The good news is that we can regain control over our attention, and not just
so that we will feel better at the end of the day. We can begin to harness the
power of our attention in such a way that will create much more energy at
work and also leave us with more to give when we get home. The first step is
simply to become aware of how our attention moves and what directs it. In
essence, this is one of the main purposes of meditation.
The subject of meditation is very vast, too vast, in fact, to encapsulate here in
this article, but nowadays there are numerous books, audiotapes, classes and
discussion forums on the subject that can easily be found on the Internet or
in your local newspaper, bookstore or library. I would encourage anyone who
is interested to take the time to find a forum and a technique that seems best
suited for them.
As the world continues to move faster and faster, it’s becoming increasingly
imperative that we all find some kind of daily practice rooted in silence. From
a scientific measure, we’re just recharging our energy. Otherwise we go out in
the world and have nothing to share.
I hope I've convinced you by now that attention is a commodity — a source
of value that you’re being solicited for constantly, a currency that you’re
already conducting business with every day, whether or not you’re conscious
of or in control of it. This seems like a simple concept, but it's amazing how
problems can be created if we're not aware of what is actually going on in
our minds and how we’re directing our energy. Perhaps this, more than
anything else, is the real energy crisis at hand.
Adapted from Beyond Success: Redefining the Meaning of Prosperity — © 2009
Jeffrey L. Gitterman — All rights reserved. Jeffrey Gitterman is an award
winning financial advisor and the founder and CEO of Gitterman & Associates
Wealth Management, LLC. In these challenging economic times, Jeff recently
co-founded Beyond Success, a consulting firm that brings more holistic values
to the world of business and finance. His first book, Beyond Success:
Redefining the Meaning of Prosperity, was recently published by the American
Management Association (AMACOM). Jeff also serves as chairman of the
advisory board to the Autism Center of New Jersey Medical School, an
organization that raises significant monies each year for autism research
and support services. For more information, visit www.gawmllc.com,
www.beyondsuccessconsulting.com or call (732) 742-3372.
LIFESTYLE
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THE CURRENCYOF ATTENTION By Jeffrey Gitterman
48-49 1011947-C1_Layout 1 10/25/10 3:39 PM Page 2