"First of all, what passes for ROMI is mostly B.S. by people who are trying to solve a problem without knowing how. Part of this is the way we refer to 'ROI' in business, which, unfortunately, is just a historical efficiency metric that assumes that what's being discussed was effective. But if we look around, it's pretty obvious that a lot of what we do in companies is not effective."
"Moreover, ROMI is worthless because it tells guys like me nothing about what we can expect and how we can alter course if that becomes necessary. Second, as far as risk goes, let's start with opportunity cost. This is the idea that you can only spend a dollar or a euro once, and you want to spend it in the most effective way."
"When you don't, you not only lose all or part of the expense, but you lose that better investment that you could have spent it on. Our company is spending a bit more than a billion dollars in 2024 on our go-to-market. Some substantial part of that number is necessary."
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