"Attention is the goal; attraction is the most effective means to achieve the goal: moving from reactive to interactive. The new ROI is Return on Interaction.
Hagel misses the real potential when he recommends moving from “push” to “pull” to optimize resources. Basic laws of physics suggest that the level of energy (effort) expended is the same for either push or pull – there is no net gain. The only way to capitalize beyond push or pull models is to leverage existing energy (effort for free) – by tapping the ‘draw’, the natural forces of attraction between: the customer and the company, the employer and the company, any combination of resources seeking each other." (http://www.fastforwardblog.com/2008/02/25/better-shift-the-attraction-economy/)