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I was recently reading a book that drew a powerful distinction:

Attention energizes. Intention transforms.

That really landed with me.

We give attention to so many things: ideas, projects, causes, even our own goals. Attention is important. It fuels energy, sparks conversation, and keeps momentum alive. But without intention, nothing really changes. Intention is what transforms an idea into action.

And the bridge between the two? Language.

Defining Attention and Intention

Before diving deeper, it’s worth pausing to look at what these two words really mean.

Attention is the cognitive process of focusing on specific stimuli while ignoring others. It’s about where our energy and awareness go in the moment. Attention sparks curiosity, brings focus, and helps us notice details that might otherwise be overlooked.

Intention, on the other hand, is about purpose and direction. It refers to a future state, a plan, a goal, or a desire to act in a certain way or achieve a specific outcome. It can also describe the meaning or significance behind something, even the reason why we choose to act. According to both Dictionary.com and Merriam-Webster, intention is as much about mindset as it is about action.

When we put them side by side, a pattern emerges:

Attention helps us see. Intention helps us move.

One without the other leaves us incomplete. Attention can scatter without intention to guide it, while intention without attention can be unfocused or unrealistic. Together, they create the conditions for transformation.

When One Word Changes Everything

Think about this: in the movie Sinners, there’s a line where Wunmi Mosaku’s character says “when I change” instead of “if I change”. It’s such a small shift, but the meaning completely changes.

If suggests possibility. When declares certainty.

That’s intention at work.

The same happens in everyday conversation. “If we try this” and “When we try this” are both sentence starters, but only one carries intention. One sparks thought, the other sparks movement.

It’s not the words themselves, it’s the intentional language and delivery that transform the scene. Screenwriters and directors know this. They obsess over every “when” and “if” because they know language shapes action, emotion, and outcomes.

From Dialogue to Daily Life

In our work and lives, we often get stuck at the “attention” stage. We brainstorm. We discuss. We plan. We put energy into ideas.

But if we want those ideas to matter, we have to turn attention into intention. That means:

Choosing the words that commit, not just consider. Speaking in ways that set direction, not just describe possibilities. Framing ideas with language that transforms them into action.

A Reflection on My Writing

This blog post is, in itself, an exercise in intention.

I took some time away from writing because I realized I was giving too much attention to the optics of posting frequently, and not enough intention to the value I wanted each post to hold.

I didn’t want to write for volume. I wanted to write for value.

By pausing, setting intention, and waiting until I had something meaningful to say, I feel more aligned with the very message I’m sharing here: it’s not just about showing up; it’s about showing up with purpose.

Dancing with Words: A Tool for Clarity

One of my favorite creative problem-solving tools is called Word Dance. It’s a process where you play with the language of your challenge statement, substituting different words, shifting phrasing, and exploring variations until you land on something that feels both energizing and actionable.

For example, imagine your initial challenge statement is:

“How might we reduce waste in our community?”

Through a Word Dance, you might try:

• How might we rethink waste in our community?
• How might we transform waste into resources?
• How might we design out waste altogether?
• How might we ensure our community is waste-free by 2030?

Each variation changes the tone, the scope, and even the intention of the challenge.

This is where language really matters. If we stop at attention, we might stay with the most obvious version of the problem. But by dancing with words, we uncover new frames and pathways that can transform our approach.

Just as in film dialogue, or even in everyday conversations, the difference between “if” and “when” can reshape everything. Word Dance reminds us that the words we choose don’t just describe the problem; they shape the solutions we imagine.

A Question for You

Where in your work or life are you giving lots of attention but not yet setting clear intention?

What would shift if you swapped one “if” for a “when”?

Let’s Keep the Conversation Going

I’m exploring these themes in my work with organizations and leaders who want to transform ideas into meaningful impact. If this post resonated, I’d love to hear your perspective:

• Share an example of intentional language that changed the way you saw a situation.
• Subscribe to follow along as I keep unpacking the MADE Method and how it helps turn vision into action.
• Or reach out directly if you’re curious about how intentional design and communication can help your team move from attention to transformation.

Because in the end, it’s not just what we notice. It’s what we declare, commit to, and transform.

Only the Best,

Jenn Babcock

Founder, MADE Consulting

Mission-Aligned Design Excellence