- Insight: Uncertainty itself can increase cognitive load and deplete attention.
"To win one hundred victories in one hundred battles is not the acme of skill. To subdue the enemy without fighting is the acme of skill."- Sun Tzu
Principle: Don't waste your energy at trying to get better at fighting the pull for attention, instead cultivate the skill of putting you mind in a place where you don't have to fight.
Insight: We cannot win the fight against things designed to grab attention.
 Insight: Sun Tzu advises us to look for opportunities to apply the minimum amount of force that results in the maximum impact.