I never really liked it. Maybe because I grew up in a 2.5 channel universe (at least in my formative years).   Ever since I was young, when I watched TV, I really watched it.  Meaning I naturally tried to concentrate on everything – shows and commercials.  Even if the ads bugged me, I still paid attention.

Enter the remote and the start of SPLIT-ATTENTION DISORDER (the new SAD). You just had to click, switch and watch. It was the beginning of the end of the wait. (This is not to be confused with Seasonal Affective Disorder – another SAD acronym.)  

My SAD story has, of course, migrated online with the abundance of social networks and things we can do online.

Case in point? A typical day: I open my email. Read and respond to a few of them.  Check out a link. Get halfway through the article, which may not be holding my attention, switch to Twitter, open another link or two. Read a full article. Go back to the first unfinished link. Return to email.  Shorten a URL or two. Check Google analytics. Check Facebook. Check my calendar. Check… out.

I’m practically breathless and angst-ridden just writing about it.  Because I want to find out what’s next and next and next. Curiosity is good. Unbridled curiosity? Well, remember what they said about the cat.

So what can we do?

Conventional wisdom advises us to focus more; finish what we’re doing one task at a time. However, in a world when distractions are the norm and there’s always something shiny lurking around the corner, that’s easier said than done.

Which makes me even SADder.  Now, if you’ll excuse me, I have some major multi-tasking to attend to.

Do you have any suggestions to combat our growing SADness?

About Martin Waxman


Martin Waxman, MCM, is a digital communications strategist. He conducts AI research, leads digital and social media training workshops and speaks at events across North America. He's co-founder of two PR agencies, president of a consultancy and has worked in the industry for nearly 30 years. Martin is a LinkedIn Learning instructor, teaches digital strategy and social media at McMaster University, the Schulich School of Business, University of Toronto SCS and Seneca College. He's a member of the Institute for Public Relations Digital Media Research Center and a past-chair of PRSA Counselors Academy. He has a Master of Communications Management (MCM) from McMaster-Syracuse Universities.