"Deep Work: Rules for Focused Success in a Distracted World" by Cal Newport is a powerful guide to cultivating focus in an increasingly distracted world. Newport emphasizes the importance of "deep work," defined as the ability to focus without distraction on cognitively demanding tasks, which is crucial for achieving excellence and innovation in one's professional life. He contrasts this with "shallow work," which refers to tasks that are more surface-level and don't require intense focus.