There's an art to coming up with a concept, running with it, creating a book out of it, and founding an institute based on it. John Hagel III is a master at it, and I've watched him do it for years. His latest concept, Return on Attention (ROA) is just familiar enough to attract business professionals and shows just enough new media savvy to catch the attention of advertisers and media. ROA is "the return that customers receive when they allocate their attention to something," in other words, "the value they perceive they are receiving when they spend time paying attention to something." The genius of this approach is that you don't have to come up with the core idea yourself - Hegel freely admits to drawing on Michael Goldhaber's Attention Economy, and the illustration features a quote from Howard Rheingold. It's the packaging in a business-friendly format that does the work here. Via Mike Taylor.
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