Mark Moss argues that entrepreneurs waste attention on low-return tasks like email and meetings while neglecting high-impact work. He suggests measuring your attention like an investment: calculate what each activity actually earns you, then reallocate time toward the work that generates real value.
If I offered you a guaranteed 20% return on your money, you'd probably stop and calculate it. But every week you see successful entrepreneurs that spend 10, maybe 20 hours on work that produces almost no return at all. Email, scheduling, fixing small mistakes, sitting in meetings where there's no decision that actually requires them. Then they say that they don't have enough time to build the next product or make the important calls, study the investment, or spend a day thinking. Now, your attention is an asset, maybe the most valuable asset, and most people have never even calculated what it's earning.
