There are now more ways to communicate today than ever before. This has been fuelled by the rise of the internet, digital technology and social media. So much so that we are now bombarded with more messages every day than we can possibly remember or manage. Economists have given this phenomena a name, the “Attention Economy”, which treats human attention as a scarce commodity. More tech is not the answer, in fact, it’s a big part of the problem, and the mobile phone, for instance, has become the weapon of mass distraction. The answer lies in recognizing that persuasion doesn’t happen on screen, or on the page, it happens in the human mind, and that understanding how we react to messages and what influences our decision making processes is what constitutes powerful persuasion.