How to stop paying the 'attention tax' and get mega focused

Attention is one of the most valuable resources in a solo business, yet it’s constantly being pulled toward emails, notifications, scrolling, and other low-priority tasks.

In this episode of Flying Solo, Cec Busby speaks with Adam Williams, author of Mega Focus, about the “attention tax”: the cost of giving your focus to the wrong things..

Adam explains why multitasking is really rapid task-switching, how distraction trains the brain toward easier work, and why willpower alone won’t protect your focus. The conversation covers practical ways to “remove to improve,” identify what deserves your attention, protect your energy, and create more space for meaningful work, creativity, and the life you want to build.

The attention tax

Adam Williams defines the attention tax as “paying attention to the wrong things,” especially when something less important displaces what matters most 03:17.

The cost isn’t only lost time. It’s what that time could have become if directed toward your goals, relationships, or business 24:34.

Adam Williams illustrates the idea through his struggle to put down his phone and give his daughter his full attention 02:02.

Attention is a personal choice, even when technology is competing aggressively for it 17:02.

The brain’s “architect” and “builder”

Adam Williams describes the deliberate mind as the architect, designing the life you want, and the automatic mind as the builder, carrying out familiar behaviours 06:39.

The builder seeks to conserve energy, avoid discomfort, and find immediate rewards 07:13.

Easy emails, notifications, and small administrative tasks can feel productive while merely creating activity instead of meaningful progress 08:15.