ROI planning is often short-sighted

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ROI planning is often short-sighted

Congratulations on your August 13 editorial debunking the stampede toward ROI planning.

Certainly there will always be a place for short-term dependence on ROI in decision making. But the recent elevation of ROY (also known as ROI) to god-like status has taken the spotlight away from ALF (Amazing Leap Forward), the supreme force that drives business growth for the likes of Apple, WebKinz and Facebook.

Spending endless time with ROY in order to sidestep the risks involved in getting better acquainted with ALF is a surefire formula for business stagnation.

Three cheers for going with your "gut!"

Stan Rapp

Chairman, Engauge

New York, NY

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