And that morning, the United Nations had once again succeeded in doing exactly that.… At 7:15 on a September morning, Elena Park arrived at the United Nations headquarters in New York carrying a paper cup of coffee and a problem that did not fit neatly into any budget document. She worked in the Secretariat’s communications division, where her job was to monitor how much attention the organization received around the world. On her screen that morning were three columns: Conflict. Funding. Attention. The first column was filled with wars and diplomatic disputes. The second contained spreadsheets of assessed contributions, arrears, and cash-flow projections. The third was a constantly moving stream of headlines, television clips, social-media posts, and search trends. Elena stared at them for several seconds. “Everyone thinks these are three different things,” she muttered. “They aren’t.” Her colleague Marcus looked over. “What do you mean?” “The United N...