We’re Wasting our Most Valuable Asset. This is How to Stop.

In one of my 9th grade classes this week, a debate erupted.
“What’s actually going on in Minnesota? Is ICE justified? Are they murderers? Are the protestors hiding criminals, or are they protecting innocents?”
Tensions ran high. Emotions pushed to their extremes.
Proofs were offered; videos, quotes, and reels. Skepticism followed.
The debate evolved. How can we tell if what we’re seeing online is real? Is anything legit when images are grainy and angles are so poor? Images are distorted. Any or all of it could be AI-generated by one side or the other. Can we believe anything is true?
I let them argue for a few minutes, stepping in only to ensure civility, until I called a time-out and asked:
“You guys are arguing passionately. You all have strong feelings and valid points. But who benefits from these arguments?”
At first, they didn’t understand the question.
“Who benefits?! The people we are fighting for! The opinions we champion!”
Perhaps that’s true. But the data supports another possibility. The greatest benefit goes to social media companies, who make money off our online engagement. Politicians feed off the intensity. And, of course, foreign hostile nations benefit most from unrest in the USA.
It should make us wonder who is really fueling these viral conversations.
In 1748, Benjamin Franklin coined the phrase “Time is money.” For centuries, this wisdom stood as a cornerstone of careers and economies. The idea was clear: money could be earned by trading our time. Of course, the more one could do in an hour, the greater the value of that hour. Skill was an asset. Knowledge was power.
But the world has changed in our own lifetimes. Marketing, advertising, and consumerism executives realized that most people no longer needed to spend all of their waking hours trading time for money.
At first, they monetized watching TV. Then came the internet. In a few short years, we learned that the most valuable asset we possessed was no longer our time, but our attention. And so the race for viewership began.
The more people watched your show, the more you could sell that attention. The more people clicked on your site, the greater revenue your pixels demanded.
It seems to me, however, that we are currently living through yet another major shift. Social media and artificial intelligence have discovered something worth more than your time; something more precious than your attention.
The most valuable asset a human being possesses today is their emotions.
That’s what the whole world is coming for. That’s the question everyone is asking: “Can I get you to care about the thing I want you to care about?”
If I can grab your attention, I might be able to sell you an item. But if I can harness your emotions, then you become an agent of the change that I want to see in the world.
At this juncture in human history, we have learned that the causes we care about direct our focus, our resources, and our time. Ultimately, our emotions mold our identities and color our lives with meaning.
It is obvious, then, that choosing to care about the wrong things yields exponentially negative results. It is possible for a person to dedicate their entire life to some meaningless pursuit because they felt it was important at some point. Those delusions are hard to escape, and attempting to change a person’s feelings by changing their mind is often futile.
As offensive as this may sound, the truth is that we use our intellect to justify our feelings, rather than arriving at truth and then dedicating our emotions to it.
The Ibn Ezra explains that this is the reason Hashem introduces Himself to us as the “One who brought us out of the land of Egypt”:
אֲשֶׁר הוֹצֵאתִיךָ מֵאֶרֶץ מִצְרַיִם מִבֵּית עֲבָדִים
The statement “I am Hashem” is an overwhelming theological truth. Most people don’t live based on philosophical truth; we live based on personal emotional experience. Hashem created the world; but that truth carries little practical weight for someone with no relationship to Him.
“Get to know Me,” Hashem says. “I’m the One who saved you, who freed you, who brought you to this moment. I am invested in you; you should be invested in Me.”
Even at the moment of the greatest national prophetic revelation, we need to feel connected as a prerequisite for meaningful action.
All of this is to say: In a world where emotional energy is our most valuable possession, we need to consider how, where, and when we expend it.
After an hour of doomscrolling, we all suffer emotional whiplash. Our phones and apps are curated to keep us in a heightened state: from anger, to sadness, to inspiration, to elation, to horror, and back to anger.
And just as you’re about to put the phone down, your kids get into a fight. Or your spouse says they’re running late. What are the chances we can respond with patience, kindness, and empathy to the people we love, when our emotions have been firing at maximum capacity for hours? Our reservoirs of emotional energy are often far more shallow than we’d like to admit.
It’s time to become more protective of our scarcest resource. To ask:
“Who is making me care about this, and is this where my energy should go?”
To be clear, I am not suggesting that we shrug our shoulders callously at the needs of the world. In fact, I’d argue the opposite. Perhaps it’s a radical suggestion, but it may be wise to spend time, money, and attention addressing the politics and problems of the world, while reserving our emotions for the people and pursuits that should matter most.
But what if, despite our best efforts, our feelings are stoked and hijacked by screens, feeds, and reels?
The Baal Shem Tov (קדושים כז) explains: Whenever we experience a powerful emotion, it is a calling and an opportunity to elevate that feeling and direct it to where it truly belongs.
Simply ask: Imagine if I could feel this strongly about the things I truly care about.
That’s how we begin to change. That’s how we start to grow. Ultimately, we become a מַמְלֶכֶת כֹּהֲנִים וְגוֹי קָדוֹשׁ – a nation charged by Hashem with the obligation of transforming the world. As the Seforno explains (שמות יט:ו), our mission as Hashem’s people is:
להבין ולהורות לכל המין האנושי לקרוא כלם בשם ה', ולעבדו שכם אחד
To teach and instruct all of mankind to call out in the name of God, and for all to serve Him together.
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