“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.”

“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.”

“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.”

“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.”

“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.”