The focus dilemma

You sit down with your coffee, ready to start the day. Just check your phone before diving in—one post, a reply to a message, maybe an email. It won’t take long. But before you know it, your coffee is cold, your to-do list is untouched, and an hour has passed. Sound familiar? People say attention spans are shrinking. That it’s social media’s fault, technology’s—maybe even our fault. But is that the whole picture?

Focus isn’t just about willpower. It’s shaped by how our brains work, the world we live in, and the habits we build. Instead of blaming distractions, let’s understand why focus feels more complex than ever—and, more importantly, how to take it back.

The science behind focus
Focus isn’t something you either have or don’t. It’s a skill—one influenced by how your brain processes attention. The prefrontal cortex, the part of your brain responsible for deep thinking, works best when concentrating on one thing at a time. But in a world filled with notifications, open tabs, and constant task-switching, it’s easy to train your brain to crave quick, scattered bursts of attention instead.

At the same time, your brain follows natural cycles called ultradian rhythms, which means it can only maintain deep focus for about 90 minutes before needing a break. That’s how we’re wired. But instead of working with these natural cycles, most of us fight against them, pushing through long hours, checking messages between tasks, or juggling multiple things simultaneously. The result? Less focus, more fatigue, and never really getting things done.

Why does it feel more complex than ever to focus
Imagine you’re fully engaged in a project, completely immersed. Then—ping—a message pops up. You glance at it, thinking it will only take a second. However, research shows that after an interruption, it takes 23 minutes to regain full concentration. Multiply that by every email, notification, or quick social media check throughout the day. It’s no surprise that focus feels harder to hold onto.

But it’s not just about external distractions—it’s also about how we use technology. Constantly switching between tasks rewires the brain to seek novelty. Over time, the ability to stay with one task for an extended period weakens, like a muscle that hasn’t been used.

How to rebuild your focus
The good news? Just like a muscle, focus can be strengthened again.
Instead of forcing yourself to concentrate for hours, try working with your brain, not against it.

1. Use the 90-minute rule: Align your work with your brain’s natural cycles. Focus intensely for up to 90 minutes, then take a 15-minute break.
2. Try the Pomodoro technique: If 90 minutes sounds overwhelming, start with a minor task for 25 minutes, take a 5-minute break, and repeat.
3. Batch similar tasks together: Jumping between unrelated tasks increases mental fatigue. Instead, group similar tasks—like answering emails all at once—so your brain doesn’t have to keep switching gears.
4. Design your environment for focus: Your phone isn’t the enemy, but if it’s within reach and lighting up every few minutes, your attention will naturally drift toward it. Do not disturb, put your phone out of sight, and set up a workspace that minimizes distractions.
5. Practice mindful attention: Meditation, deep breathing, or even just doing one thing at a time, without background noise or multitasking, helps retrain your brain to focus for extended periods.
6. Take a dopamine reset: If social media feels overwhelming, try avoiding fast-reward content like short videos or endless scrolling and replacing it with slower, more engaging activities like reading, writing, walking, or simply sitting with your thoughts.

Your focus is worth protecting.
Companies spend billions designing apps and platforms to capture your attention. But focus isn’t something you’ve lost forever—it’s something you can take back, one habit at a time. It won’t happen overnight, but imagine what could change if you had control over your attention again. The books you’d finish. The projects you’d complete. The ideas you’d finally bring to life. Your focus isn’t gone—it’s just waiting for you to reclaim it.