Radical Responsibility in a Distracted World
The Era of the Battle for Your Attention
In my consulting work, Q3 and Q4 often revolve around strategic planning—workshops and offsites to define priorities for the road ahead.
If I had to summarize where most teams are landing (and needing), it would come down to two things: priorities and attention.
In a noisy, cluttered world, I propose this transformative idea: Pay Attention to What You Pay Attention To.
Simple. Profound. Game-changing.
Your Attention Is Your Life
As Oliver Burkeman wrote in Four Thousand Weeks:
"At the end of your life, looking back, whatever compelled your attention from moment to moment is simply what your life will have been. So when you pay attention to something you don’t especially value, it’s not an exaggeration to say that you’re paying with your life.”
Think about that. Every scroll, pointless meeting, or email costs you a piece of your life. Attention is our most precious currency in today’s economy, and the marketplace is crowded with takers. Algorithms, marketers, and digital noise are constantly vying for it. But here’s the truth: you get to decide how you spend it—and how you earn it from others.
The Expanding Power of Focus
Brandon Stanton, creator of Humans of New York, put it perfectly:
“What you pay attention to—expands.”
This isn’t just about personal growth (although I recommend that, too). It’s about your legacy, your impact, and how you show up for your team, customers, and community. What you focus on thrives; what you neglect fades.
If you’re in the business of earning attention—whether as a leader, marketer, or creator—you have a higher responsibility:
Create something worthy of attention. Not loud. Not manipulative. Worthy.
Attention: An Exchange, Not a Transaction
Attention isn’t given—it’s earned. When others give you their focus, they’re offering their most valuable resource. You owe them value in return.
Yet many leaders and brands bombard people with noise, draining trust and missing opportunities. Instead, imagine:
A meeting that inspires, not drains.
A story that aligns and motivates your team.
A campaign that feels like a gift, not a gimmick.
A leadership presence that’s magnetic, not manipulative.
These moments don’t happen by accident. They’re created by leaders who treat attention as sacred.
What Leaders Tell Me They Want Most Today
Own Radical Responsibility for Attention
Ruthlessly prioritize what matters and eliminate the rest.
Insight: Ask, “Is this worth paying for with my precious time and life?” If not, refocus.
Focus on Stewardship of Others’ Attention
Earn attention by offering value, not demanding it.
Insight: Before your next message, ask, “Is this worthy of their time?”
Hone the Power of Focused Creation
Focus amplifies impact. Diffusion weakens it.
Insight: Audit where you’re spread too thin and redirect energy to what truly matters.
Build Trust and Connection Over Noise
People crave trust and authenticity. Be human, not just a brand.
Insight: Ditch the algorithms. Surprise with creativity, relevance, and generosity.
Generosity Wins
Those who offer the most thoughtful, meaningful value win hearts and attention.
Insight: Overdeliver on thoughtfulness and humanity.
A Call to Attention
As we prepare for what’s next, shift from grabbing attention to earning it.
Take radical responsibility for what you give your attention to.
Create something extraordinary and attention-worthy.
Surprise with generosity.
Build trust by being real and unignorable.
Most won’t do the work because it’s difficult. That’s your opportunity.
Because when you focus on earning attention, you don’t just stand out—you matter.
And isn’t that what we’re here to do?
If you'd like to have a conversation about this writing or your business, drop me a line here.
Onward! Steven Morris
Steven Morris is an ever-curious brand and culture-building expert, speaker, author of "The Beautiful Business," and seeker who's served 3,000+ business leaders at more than 350 companies — discover more at:
https://matterco.co/
Here are a few reminders of how I can help:
Level Up Your Leadership: Grab a copy of “The Beautiful Business” — it’s your guidebook for evolving and integrating your brand, culture, and strategy into something unignorable. Perfect for leaders who are ready to make an impact.
Get Hands-On Help: Whether it’s Consulting or 1:1 or Team Leadership Guidance (aka coaching), I’m here to roll up my sleeves and apply my 30 years of experience to elevate your brand, invigorate your culture, and map out your vision for what’s next. Yes, I can help you shape your strategy and prioritize your focus.
Dive into Workshops: Workshops are designed to address and overcome specific issues. Learn more here.
My writings are a taste of what I notice and how I work — I'd be delighted to start a conversation with you.