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Strategic Analytics by Alec Levenson

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ImagesChapter 2

Beware the ROI Bogeyman and Other Monsters under the Bed

Issues Addressed in This Chapter

• ROI is not effective as a decision-making tool to improve strategy execution and organizational effectiveness.

• You can improve short-term cash flow (and ROI) if you stop investing in the organizational capability that provides your competitive advantage in the long run.

• Other common measurements are no better than ROI, confusing correlation with causation.

Key Questions

• Are we trying to improve short-term cash flow or long-term competitive advantage?

• Which strategic benefits cannot be easily linked to increased cash flow today?

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