Cognitive Control


Excerpt from WISE Journal by CEBRA Architecture.
Deep Work

In a time of constant change, excellence will not be accomplished by scratching the surface of information. As knowledge evolves, keeping up requires learning complex ideas quickly and implementing those insights to create exceptional innovations.

In his book [1], Cal Newport refers to “deep work” as the sum of activities conducted in a state of thoughtful concentration, pushing cognitive capabilities to their limit. These efforts create original content, improve our abilities and skills, and are demanding to reproduce.

The opposite of deep work is shallow work, all those activities that can be performed while distracted. These types of activity tend not to create important new value in the world and are easy to replicate.

The capacity to deliver deep work is becoming increasingly rare. At the same time, it is bringing essential value to our economy. According to a recent report from the World Economic Forum, content production is going to be one of the most jobs most in demand in the period from 2020 to 2025 [2].

Some of the emerging roles are:
– content specialist
– content producer
– content writer
– creative copywriter

In a world where large advertising companies constantly compete for our attention, deep work is often replaced with the shallow alternative. Great efforts today are often fragmented by relentless interruption and ultimately produce mediocre results. As we continue to shift towards a knowledge-based economy and people will increasingly need to deal with large amounts of information, an aptitude for executing deep work will become a necessary trait of the workforce.

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[1] Newport, Cal. (2016) Deep work: Rules for focused success in a distracted world. Hachette UK.
[2] World Economic Forum. (2020) "The future of jobs report 2020." World Economic Forum, Geneva, Switzerland.