CHAPTER 12
FROM MYOPIA TO UTOPIA
THE FUTURE OF THE ATTENTION ECONOMY
As that famous Yankee catcher put it, “Prediction is hard, especially about the future.” Or, as science fiction writer William Gibson suggests, “The future is already here; it’s just unevenly distributed.” Whatever the case may be, in this chapter we’ll cover a lot of ground and propose some predictions of our own. We will describe the effects of attention in many different environments and economic sectors. These include the impact of technology on attention, the role of nontechnical policies and customs in changing attention behaviors, the shape of life at work and at home, new relationships between marketers and customers, the nature of education in an attention-oriented ...
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