D. Graham Burnett, director and co-founder for the Institute for Sustained Attention, says the problem of fragmented attention has reached “catastrophic proportions.” He is helping lead a fight against “powerful systems” that are “fracking” society’s attention. How? By building a school and community on the topic, and his writing and teachings, including a Princeton course, “Attention Economy.” For communicators, is there a more essential question than this: How do we get people to pay attention to what we are saying?