ROA (Return on Attention)

Attention is a currency.

You spend it, and others are trying to extract it.

We talk about, write about, and argue about how we spend our other resources. We made up the term ROI (return on investment) to measure it.

“What’s your ROI?”

How are you spending your attention? Are you investing it? Wasting it?

“What’s your ROA?”

Where you spend your attention shapes what you produce, how you feel, and who you become.

Attention, like time, is one currency you can’t earn back.