“Living the focused life is not about trying to feel happy all the time…rather, it’s about treating your mind as you would a private garden and being as careful as possible about what you introduce and allow to grow there.”

“Consciousness, which is the "reflective" element of Norman's conceptual brain, handles the "higher" functions at the metaphorical tip of the very top of that complicated organ. Because consciousness pays a lot of attention to your thoughts, you tend to identify it with cognition. However, if you try to figure out exactly how you run your business or care for your family, you soon realize that you can't grasp that process just by thinking about it. As Norman puts it, "Consciousness also has a qualitative, sensory feel. If I say, 'I'm afraid,' it's not just my mind talking. My stomach also knots up.”

“Whenever you squander attention on something that doesn’t put your brain through its paces and stimulate change, your mind stagnates a little and life feels dull.”

“Because you actually might not know what activities truly engage your attention and satisfy you, he says, it can be helpful to keep a diary of what you do all day and how you feel while doing it. Then, try to do more of what's rewarding, even if it takes an effort, and less of what isn't. Where optimal experience is concerned, he says, "'I just don't have the time' often means 'I just don't have the self-discipline.”

“Over time, a commitment to challenging, focused work and leisure produces not only better daily experience, but also a more complex, interesting person: the long-range benefit of the focused life. As Hobbs put it, the secret of fulfillment is "to choose trouble for oneself in the direction of what one would like to become.”

“After he wrote The Paradox of Choice, Schwartz got fervent amens from European governments as well as individual readers for insisting that the management of your focus has become one of decision-laden modernity's major challenges. Many behavioral economists and social psychologists also share his concern about what he calls "the consequences of mis-attention.”

“Once out of your cradle, you don't focus on the world in the abstract, perceiving things for the first time, but in synchrony with your accumulated knowledge, which enriches and helps define your experience, as well as ensuring its uniqueness.”