Inattention and imperfect information costs individuals, organizations and society in immeasurable ways. The relatively new field of information economics (infonomics) is revealing that great efficiencies can be gained by managing information as a strategic asset. All business decisions are made with the information available at the time. Yet, this availability is often a result of desperate scraping of whatever data happens to be readily accessible in real-time resulting in sub-optimal business outcomes. The new insight emerging from the study of infonomics is that decisions can be materially improved by anticipating needs and nurturing the information required to meet those needs.