Return on investment or ROI is a slippery fish.

Think about this. My daughters 6 month old uncomfortable football boots (soccer cleats in US) ripped apart last week. $70 down the drain. No doubt a poor ROI.

My $120 Adidas boots sit gleaming in my closet. Sometimes gracing the field. But chronically underused. A poor ROI?

Here lies our little conundrum. How do we define and measure ROI? If we have an expensive resource and it under-performs, we might suggest a poor ROI (the opposite might also apply in the case of over-performing). But what if we under-use or do not fully utilize a resource? (more…)