“The issue,” she mentioned, with the calm confidence of somebody who had given this reply earlier than, “is that spotlight could be very troublesome to carry on to.”
She paused.
“Two seconds and they’re gone.”
I discovered myself nodding, in the way in which you do when somebody says one thing apparent that you just’ve in some way by no means fairly articulated. Two seconds. Much less time than it takes to learn this sentence. Much less time than it takes to resolve you don’t wish to learn this sentence. We’re, apparently, working on the very fringe of what the human mind is keen to tolerate earlier than it finds one thing else to do.
This isn’t, when you consider it, a very flattering portrait of our species. However it’s most likely an correct one.
Why Extra Communication Is Making Issues Worse
There’s a commonplace company response to the eye downside, and it goes roughly like this: ship extra. If the e-newsletter isn’t being learn, ship it extra typically. If the e-mail isn’t touchdown, write an extended one. If the all-hands presentation isn’t partaking anybody, add extra slides. The logic is comprehensible. It’s also, roughly fully, unsuitable.
What organisations are likely to do is deal with office communication as a quantity downside when it’s truly a relevance downside. Or, extra exactly, a humanity downside.
People have at all times paid consideration to the identical issues. Tales. Faces. Battle. Shock. A way that one thing actual is being shared between one individual and one other. We paid consideration to those issues round fires, in amphitheatres, in pubs, in cinemas. We by no means actually stopped wanting them. We simply constructed forty years of company infrastructure that quietly filtered them out.
The memo changed the dialog. The intranet changed the noticeboard. The Zoom changed the assembly, which had already changed the stroll down the hall. Every step felt like progress. Every step eliminated one thing small and human. And now we discover ourselves sending communications that no person reads, to people who find themselves technically listening to their screens however are, in any significant sense, some place else solely.
Interactive Visible Storytelling as Utilized Psychology
What Amber’s firm, Intractive, is doing just isn’t, at its core, a expertise story. It’s a psychology story. The platform is interactive and visible, sure. It really works on any machine, embeds anyplace, tracks engagement, and surfaces knowledge. All of that’s actual and helpful. However the underlying premise is older than any of it.
In order for you somebody to concentrate, it’s important to give them one thing price listening to.
The ASML campus tour Amber confirmed me, constructed to draw engineers, was vivid and particular. The Dutch police pre-selection instrument, designed to filter recruits earlier than they waste anybody’s time, was sincere sufficient to inform individuals early once they weren’t a great match. These aren’t polished company productions hiding behind intelligent software program. They’re organisations which have determined to be, in some small means, actual.
That seems to be reasonably uncommon.
The AI Content material Paradox and the Shortage of Human Consideration
There’s a timing factor right here that feels necessary. We’re, at this exact second in historical past, producing extra content material than at any earlier level in human existence. AI content material instruments can generate an article, a e-newsletter, a product overview, a candidate communication, in seconds. The economics of content material creation have successfully collapsed. Quantity is now not a constraint for anybody.
Which implies that the factor that was already scarce, real human consideration, is about to develop into dramatically scarcer.
In a feed filled with generated textual content, the piece that appears like an individual will stand out. In an inbox filled with automated updates, the message with an actual face and an actual voice will get opened. In a recruitment course of the place each touchpoint seems the identical, the employer who exhibits you one thing true about what it truly feels wish to work there’ll appeal to a special form of applicant.
This isn’t a sentimental argument for doing issues the outdated means. It’s a pretty simple statement about shortage. When every little thing is ample, the uncommon factor wins.
What This Means for Worker Engagement and Inner Comms
Amber, 4 months into her profession, most likely didn’t got down to make a philosophical level. She was at a commerce present, making an attempt to promote software program. However the issue she described so merely, the two-second window, the drifting consideration, the communications that go unread, is one which sits beneath virtually each dialog taking place in HR, in inner comms, in advertising and marketing, and in management groups internationally.
We constructed extraordinary instruments for reaching individuals. We simply forgot to say something price listening to.
The excellent news, if there may be excellent news, is that the repair just isn’t particularly sophisticated. It principally entails remembering what human beings have at all times responded to. Story. Character. A way that somebody, someplace, truly meant it.
Two seconds, because it seems, is lengthy sufficient. If you happen to use them effectively.
Intractive is a Netherlands-based interactive visible storytelling platform. Amber Changoer spoke to UC Immediately at HR Tech Europe 2025.
