If you're reading this article, I bet you are the kind of ambitious, hungry and self-motivated achiever who wants to get as much done as you can in as little time possible.
Over the last few years, I learnt that those who eager to "manage time better" are actually NOT the typical lazy worker who just flow in the mediocrity.
Instead, "time management" people are those who don't want to settle for less and feel the urgency to create a bigger, better, more passionate life.
Awesome, I commend you for that.
However, contrary to popular belief, there's no such thing called "Time Management".
All we are working on is merely "Attention Management".
Here's the thing, we all have 24/7/365. That includes Richard Branson, Elon Musk, Oprah Winfrey, Serena Williams, Putin, Donald Trump, you and me etc.
Time is a constant that never changes. It's only a human concept that makes lives easier.
The difference between billionaires and most people is how they choose to pay ATTENTION to, focus their energy on and take action on.
Is that a million dollar success formula I just gave you? Maybe.
The point is, when you master your attention, you become the powerful, purposeful and self-directing master of your own fate.
In marketing, there's an interesting acronym called AIDA. I discovered that AIDA is hugely relevant to our daily productivity.
A stands for Attention.
The first thing of any marketing campaigns is to capture your attention.
That's why there are millions of advertisements, notifications, newsfeed that's bombarding our lives throughout the day. That's why we are constantly flooded in the sea of distractions that's aiming to steal our attention. That's why those who can't manage their attention will have their lives controlled by external influences.
Scary but true.
Next, we have I, which stands for Interest.
When your eyes, ears or other senses capture the stimulus, the signal will be transmitted to your mind. Now the marketing message will engage with your intellectual thinking brain.
You will start to think about the latest weight-loss supplement from XYZ Company. You will start to think about the cool game called Pokémon GO. You will start to think about the pleasure you might gain from watching Game of Thrones.
And before you know it, you have now arrived the D stage.
D stands for Desire.
When you think about a certain thought for long enough, it will start to generate a certain kind of emotion. That marketing message not only engages your mind, but now it also engages your heart.
This is when you feel a desire to get that supplement product, or turn on your phone and search some virtual pets for ten minutes, or sit on the couch and adore Emilia Clarke for a few episodes.
What did you just do? Well, you've taken action.
A means the actual Action.
You have now successfully complied with the marketer's intention - to steal your attention, to generate initial interest, to activate your desire, and to persuade you to take a new course of action.
You are now distracted and start to procrastinate on doing the necessary work to achieve your goals.
Can you now see why managing your attention is the number one thing you must do in order to become successful in any areas of your life?