What is creativity, really? And is originality a myth? Faris Yakob gave a whirlwing masterclass in attention hacking at #PSFK2015. Here are the highlights.

“A friend of mine tells me I have ADOS,” Faris Yakob said on his way down in the elevator in Midtown Manhattan. “That’s ‘Attention Deficit…Oh, shiny!’”

Cardboard box of freshly-printed copies of Paid Attention in tow, Faris was leaving the PSFK 2015 Master Class in Attention Hacking, where he gave a 90-minute crash course in catching the ears and eyeballs of an increasingly unfocused world. Part of PSFK’s Live, Work, Play Better Conference this year, the workshop started with Faris darting around the room signing copies with looping hearts and first names.

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