Attention, selection and adaptation are the processes Michel Rojkind proposes in this spirited manifesto as key elements of his approach, addressing the architectural solutions to current problems in an increasingly complex and dynamic context. In a word overstimulated. Alongside multifocal analysis from Alejandro Hernandez Galvez and conversations with Bjarke Ingels, Paul Nakazawa and Alejandro Aravena, Rojkind links concepts, experiences and opinions with intuition and sensitivity. His twisting, performative parametric forms take on new substance as Rojkind concludes that the best architects are not simply builders their attentive and focused reading of contemporary society is crucial to their craft. From this perspective, three recent works by Rojkind, faculty at the IACC (Barcelona) and SCI-Arc (Los Angeles), are presented and examined: a Liverpool department store; the Cineteca Nacional Siglo XXI, Mexico's film archive; and the Chedraui supermarket--Provided by vendor.