“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.”

“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.”

“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.”

“If you really want to focus on something, says Castellanos, the optimum amount of time to spend on it is ninety minutes. "Then change tasks. And watch out for interruptions once you're really concentrating, because it will take you twenty minutes to recover.”

“Recently, the search for what he calls "the splinters that make up different attention problems" has taken Castellanos in a new direction. First, he explains that your brain is far less concerned with your brilliant ideas or searing emotions than with its own internal "gyroscopic busyness," which consumes 65 percent of its total energy. Every fifty seconds, its activity fluctuates, causing what he calls a "brownout." No one knows the purpose of these neurological events, but Castellanos has a thesis: the clockwork pulses enable the brain's circuits to stay "logged on" and available to communicate with one another, even when they're not being used. "Imagine you're a cabdriver on your day off," Castellanos says. "You don't need to use your workday circuits on a Sunday, but to keep those channels open, your brain sends a ping through them every minute or so. The fluctuations are the brain's investment in maintaining its circuits online.”

“Your motivations--get that promotion, throw the best parties, run for public office--aren't impersonal abstractions but powerfully reflect who you are and what you focus on. An individual's goals figure prominently in the theories of personality first developed by the Harvard psychologist Henry Murray. According to his successor David McClelland, what Friedrich Nietzsche called "the will to power," which he considered the major driving force behind human behavior, is one of the three basic motivations, along with achievement and affiliation, that differentiate us as individuals.A simple experiment show show these broad emotional motivations can affect what you pay attention to or ignore on very basic levels. When they examine images of faces that express different kinds of emotion, power-oriented subjects are drawn to nonconfrontational visages, such as "surprise faces," rather than to those that suggest dominance, as "anger faces" do. In contrast, people spurred by affiliation gravitate toward friendly or joyful faces.”

“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.”