The most basic way to get someone’s attention is this: Break a pattern. Humans adapt incredibly quickly to consistent patterns. Consistent sensory stimulation makes us tune out: Think of the hum of an air conditioner, or traffic noise, or the smell of a candle, or the sight of a bookshelf. We may become consciously aware of these things only when something changes: The air conditioner shuts off. Your spouse rearranges the books.

Here is the bottom line for our everyday purposes: If you want your ideas to be stickier, you’ve got to break someone’s guessing machine and then fix it. But in surprising people, in breaking their guessing machines, how do we avoid gimmicky surprise, like the wolves? The easiest way to avoid gimmicky surprise and ensure that your unexpected ideas produce insight is to make sure you target an aspect of your audience’s guessing machines that relates to your core message. We’ve already seen a few examples of this strategy.

The lesson for the rest of us is that if we want to make people care, we’ve got to tap into the things they care about. When everybody taps into the same thing, an arms race emerges. To avoid it, we’ve either got to shift onto new turf, as Thompson did, or find associations that are distinctive for our ideas.

This is what I think it takes.

Two things.

One, we have to get it, really get it, that one person’s generative attention produces another person’s new thinking.

Don’t rush that.

Two, a person’s generative attention loses its power the very second it wavers. Attention like this has to be continuous.

Take that in, too. It defies 3,000 years of instruction in how to listen.

Let’s start with the first component’s question:

Where is your attention?

That is the groundbreaking question. Change where your attention is, and you change where another person’s mind is.

Attention generates thinking. Think about that. But maybe don’t think too hard about it because it will make you feel a bit sick remembering how absent it was from the things you were probably taught about being with people.