A messaging giant like Slack manages attention with push notifications, bolded channels, and red badges to avoid distractions. Liza Gurtin, former product lead for Slack's notifications team, emphasizes the importance of empowering users to sort signal from noise by setting smart defaults that balance business needs with user expectations. This involves investing in smart defaults, putting control back into users' hands through notification preferences, and managing the complex logic of delivering notifications. Liza warns against prioritizing short-term growth over long-term value, advising product builders to prioritize user experience and retention. By focusing on these principles, products can harness the power of notifications to drive sustained engagement and deliver more value to their users.