To Have Focus is to Begin Again… and Again and Again

Always beginning.

I understand: You focus so you can finish. But focus is hard. We aren’t built for perpetual laser focus that blocks out the world and shines a spotlight on the one vexing problem we want go deep on for hours at a time. It’s physiological.

We’re built to make quick judgements and move on. Attention is expensive and in the world of our ancestors, it could cost dearly. It’s expensive in that your brain is the most energy-intensive organ in your body, consuming half of the sugar your body uses in a day. And not just any of the dozens of sugars our bodies use– only glucose, which it must pull from the bloodstream. Think a lot and your blood sugar drops.

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So much wrong in such a little space.

You’re going to do a lot of things today, but rest assured, you will not screw them up like this.

I get what Vanguard is trying to do here in this ad, but it had the opposite effect on me. They tried too hard and got too cute. Time and temperature makes people look, fine. So does a picture from my own local area. Neat. From there, it just falls apart.

Focus on less, you'll get more done.There’s no doubt that Vanguard tests their ads, but you can iterate and improve anything– especially something that starts out so bad. That doesn’t mean you’re even on the right track.

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