Technology is creating a more competitive global economy. As a result, we need to shift our focus beyond return on assets to return on attention. Return on attention for customers and other stakeholders will be a leading indicator of performance. Unfortunately, return on attention is being viewed much too narrowly. To unlock the potential of this metric, companies need to anticipate how value is evolving for stakeholders and find ways to mobilize third parties to expand and evolve the value delivered. Technology can be a powerful tool, but harnessing this potential will be challenging for companies (and other institutions). The good news is that, if done right, this shift in focus will help all stakeholders to flourish and unleash a virtuous cycle that generates expanding value.