Your Next Competitive Advantage Isn't AI. It's Focus.
I read something today that honestly shook me. According to a brand new YouGov survey, 40% of Americans didn't read a single book in 2025. Not one. And here's what really got me: just 19% of adults now account for 82% of all books read. The top 4% alone account for nearly half. Reading isn't declining evenly. It's splitting into two groups — the few who still think deeply, and everyone else who's training their brain to scroll, skim, and forget. Now, you might be thinking — Chris, what does this have to do with running a shop? Everything. Think about your biggest frustrations right now. Techs who can't seem to retain what they learn. Advisors who can't follow a process without hand-holding and constant reminders of basic procedures. That nagging feeling that YOU know what you should be doing to grow your business… but you can't seem to sit still long enough to actually do it. That's not laziness. That's attention collapse. And it's everywhere. We're all swimming in the same ocean of notifications, short-form videos, and dopamine hits. Your brain is being trained — every single day — to be distracted. And a distracted brain can't diagnose consistently, can't build systems, can't train people, and can't make the kind of decisions that separate a shop doing $800K from one doing $2.5M. HERE'S THE THING THAT NOBODY'S TALKING ABOUT If you can focus — really focus — for 30 minutes a day, you are already in the top tier. Not just of shop owners. Of everyone. I was in a high-level mastermind a while back with one of the top copywriters and bloggers in the world. And he said something I've never forgotten: "In the future, the ability to focus will be a superpower." We're living in that future right now. And reading is how you train the muscle. Not scrolling. Not podcasts (though those are fine). I mean sitting with a book, phone in the other room, and making your brain do the hard work of sustained attention. That's where your best ideas come from.