The aim of this study is to explore the drivers of supply and demand for attention in the managerial context, and develop a framework of managerial tools for allocating attention to various competing demands. Deliberative attention refers to the application of attention to prolonged reflection and consideration of problems where routine approaches are insufficient. Drawing on theories of cognitive and structural constraints to the allocation of attention among competing stimuli, the paper investigates how managers match the strategic demands for deliberative attention and the supply available to individuals in their firms. This is used to develop a model of factors influencing the matching of supply and demand. The paper uses this model to recommend specific strategies for explicitly managing deliberative attention and to categorize the appropriate application of a range of existing strategic management tools based on the nature and inherent uncertainty of the organizational problem being faced. The model suggests that a primary strategic task of top managers is the appropriate management of attention within the firm. Understanding attention as a firm resource to be appropriately and deliberately managed helps to advance theoretical understanding of the human side of valuable resources in the firm. Such knowledge may also help practitioners to be more cognizant of their investments of valuable attention resources. This is one of the first studies to treat attention as a scarce and valuable firm resource to be managed, and to use this as the foundation for more appropriate application of a wide range of current management techniques.