It can be lengthy in detail, but for the purposes of a single post, I will try to summarize. Length may constitute boredom and the key points are missed.
I too will be brief. ROI is a figure that can be twisted to mean pretty much anything anyone wants it to mean, depending how it is spun. Therefore, in and of itself, ROI is a meanless number. It is only meaningful when taken in the context of other business health indicators and the assumptions on which ROI are based are not only known, but valid in a given context.
Being the wordsmith I am, I can easily construct a spin that will sound just as good and look just as impressive as DaveKC did above. I will not do so because it would be just as vulnerable to a third spin by yet another opinion holder about what ROI is and how important it should or should not be.
Supporting my point is a quote from Investopedia, a financial web site that defines ROI, and by the way, one of many such sites that offer a variety of views about ROI. Because ROI can be defined or "factually supported" pretty much anyone wants to say, ROI is essentially a meaningless number when applied to a one-truck expedite truck business like Diane and I run.
DaveKC lives and works in a different world than we do. One in which ROI is more important. To each his own. I don't want his life and he does not want mine. We both share from our experience and knowledge here in the Open Forum, leaving readers to freely determine the value of what we write.
From Investopedia:
"This flexibility (of how ROI is calculated) has a downside, as ROI calculations can be easily manipulated to suit the user's purposes, and the result can be expressed in many different ways. When using this metric, make sure you understand what inputs are being used."
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