the fallacy of the 10-minute attention span

I hate rules based on one-off samples. They are very seductive because they are so simple and memorable, but they are very misleading because they lack context and support. Case in point: John Medina has written a very interesting book which he promotes very well on his website Brain Rules. His marketing has convinced thousands of presenters that audience attention will wane every ten minutes and that they have to do something to recapture the attention – like one adds a coin in the mechanical kiddie ride horse to keep it going.

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