Most of us are happily obsessed with the economy of money. We earn it and we spend it and we generally pay attention to what things cost.
Certainly, salespeople and marketers are truly focused on the price of things, on commissions and shelving allowances and net margin and the cost of goods sold.
With all of these easily measured activity, it's easy to overlook the fast-growing and ever more important economy based around attention.
"If I alert my entire customer base, how much will this cost me in permission?"
"How much time do we save our customers with a better written manual?"
"When we fail to ask for (and reward) the privilege of following up, are we wasting permission?"
"Does launching this product to an audience of strangers waste the attention we're going to have to buy?"
Attention is a bit like real estate, in that they're not making any more of it. Unlike real estate, though, it keeps going up in value.