A famous experiment asked students to keep close count of the score of a basketball game they were watching. Without error, each student recorded the score with perfect accuracy, but not one of them saw a saw a man dressed as a gorilla walk through the middle of the court.
How easily we see and hear what we most set out to. But how reliably do we discount obvious things that weren’t part of what we set out to see in the first place.
The bright side of this embarrassing survey result, is that we can choose to intentionally “attract” those things we set out to, using the principle to our advantage.