Look at the first 18 seconds of this YouTube video.
This is Barcelona and as the video starts two players have a "square" round them.
Both these players run into the penalty area, taking the defenders with them.
This produces a huge space in front of the penalty area, for Messi to pass the ball into the "space", and then Keita running in to score.
Most people would congratulate Messi for the pass and Keita for scoring, but the two players who ran into the box (and did not even touch the ball) actually made the goal.
So this sort of "off the ball" activity is spotted by managers and other professionals but rarely by football fans.
Which is why running around and not achieving much may catch they eye, but it is the subtle off the ball activities that professionals appreciate.