Why Attention Optimization Leads to Suboptimal Systems
Optimizing for 'engagement' creates a structural crisis. An examination of why optimizing for the wrong metrics results in the decay of brand systems.
In systems engineering, optimizing for a single variable often destroys the system.In marketing, that variable is "Attention." Strategies optimizing solely for engagement—clicks, views, time - on - site—cause Systemic Decay. It is argued that hollowing out the system for temporary metrics is a strategic error.
The Local Optima Trap
Attention metrics act as "local optima"—short - term gains on a spreadsheet that mask long - term rot.Optimizing for the click sacrifices the context of the click. This creates a system that is busy but unproductive.
Clickbait and intrusive notifications are symptoms of this failure.They work immediately but generate "Systemic Fatigue." Trust erodes, sensory thresholds rise, and the brand fades into background noise.
"A system optimized for attention is designed for a crash. The goal is alignment, not eyes."
Moving Toward Global Optimization
Systems should be designed for Global Optimization—balancing short-term attention with long-term utility. This involves:
- Intent - Based Metrics: Measuring resolution quality, not just start volume.
- Sustainability Gauges: Monitoring user fatigue and churn rates.
- Contextual Integrity: Ensuring interactions match the user's environment.
The Architect's Responsibility
Resistance to the gravity of simple metrics is essential.Design for ecosystem health is the priority.Sometimes the most efficient interaction is the shortest.The shift must be from optimizing for eyes to optimizing for architectural integrity.