Attention is not something that just happens. You have to make it happen. Attention is work. It is vital work which is necessary if you’re to achieve anything of value.
Attention requires intentional and directed effort. When you just pretend to pay attention, or when you fail to give your energy to maintaining your attention, you cheat yourself out of the powerful benefits which attention can bring. Your attention connects you to the world around you. Make that connection as strong as you possibly can.
The quality and nature of your attention — where that attention is directed, the length of time it is sustained, the degree to which it is focused — can make an enormous difference in how effectively you reach your goals. Your attention is one of the most valuable things you have. Give it power, strength and focus, and with it you can bring forth great things.
by Ralph Marston
Thanks to @Nigel Alston of Motivational Moments for reminding us of this