Welcome to the Attention Economy
. If yesterday was the age of information, today is the age of trying to attract or employ the attention necessary to use that information. Indeed, leaders and managers in the business world face this problem daily, constantly seeking to gain the attention of their customers and employees while managing an effective distribution of their own limited supply. "Understanding and managing attention is now the single most important determinant of business success," the authors declare as they examine what attention actually is, how it can be measured, how it is being technologically constructed and protected, and so on. The book contains numerous suggestions on how leaders can manage their own attention and that of their employees more effectively (and how to avoid and treat "info-stress"), but always with an eye on the ultimate goal: affecting the type and amount of attention your customers give you. Already, more money is usually spent on attracting attention to a product than is spent on the product itself. And as our information environment gets increasingly saturated, holding a person's attention becomes an ever more difficult proposition; as the authors suggest, actually paying for someone to receive your information is a realistic prospect in the not-too-distant future. Indeed, the book's final chapter is devoted to what the authors predict will affect attention in the future, and how attention can and will be acquired, monitored and distributed.
The Attention Economy is peppered with anecdotal pull-outs and "overheard" comments--and though intriguing in a random-factoid and zippy-little-quote way, this sideline information doesn't always tie in well with the authors' points and often seems distracting. The book is well written, though, and the authors, both of whom work at the Accenture Institute for Strategic Change, take an informed and well-balanced look at what is perhaps our society's most priceless, ephemeral commodity. --S Ketchum
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From Publishers Weekly
The most significant problem in today's business world is not competition, lack of skilled employees or an uncertain economy, but an attention deficit, declare two consultants affiliated with the Accenture Institute for Strategic Change. Put simply, with all the noise from meetings, faxes, voice mail and e-mail, it's hard to get consumers', employees', stockholders' or executives' undivided attention anymore. The companies that will succeed in the future, the authors state, will focus their efforts on this problem, instead of on conventional approaches to time management. Using research from such fields as television programming, Davenport (a distinguished scholar in residence at Babson College and author of Mission Critical) and Beck (a professor at UCLA's Anderson School of Management) explain how to attack "organizational ADD" on both an individual and corporate level. In one example, the authors point to an executive who postponed certain technological initiatives, noting that there were already too many demands on the company's attention. Though some of the writing is pedantic, the authors accurately describe corporate life and deliver a worthy message, along with short, practical sidebars. (June)Forecast: The authors' fresh message and an attention-getting jacket along with a $100,000 advertising campaign (including ads in the Wall Street Journal, the New York Times, Business Week and PW), 20-city radio satellite tour and author speaking engagements will help this book capture the business world's attention.
Copyright 2001 Cahners Business Information, Inc.
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