When everybody’s looking at the same thing, look at the people looking. That’s where the real story is.

When attention all converges on one point, the rest of the room goes unobserved, and the rest of the room is usually where the interesting thing is: who looks pleased, who cannot bring themselves to watch, who quietly left. Reactions describe people in a way the spectacle never does. Everybody is reading the same screen and nobody is reading the audience.

At the next event everyone is watching, spend one minute looking at faces instead. Note a single reaction that surprises you. You will walk out knowing something nobody else in the room picked up.