Although the human problem of managing attention has been identified as a central problem in the management of innovation, limited research has considered how attention is handled by different actors in the various phases of the innovation process. Moreover, more attention and commitment may be needed for radical ideas to succeed, making this type of innovations particularly interesting to study. This study aims to contribute to the literature addressing the development of radical innovations in established companies by focusing on the role of attention for this type of innovations. Based on an in-depth longitudinal case study, this paper provides an account of how attention was handled in such a setting. Interview data was collected from individuals involved in the project at two different points in time – adjacent to the formal start of the development project and close to the launch. Results reveal three attentional streams (‘Providing input & motivation’, ‘Propelling the idea forward’ and ‘Protecting the idea & individuals’) involving different actors during the innovation process. Along with the finding that managers engage in diverting behavior, and their rationales for doing so, this contributes to theory. Lastly, two of the attentional streams identified highlight an organizational-level paradox connected to radical innovation. A paradox that leaves managers in an ambiguous position.