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Return On Idea (ROI) is a great framework for sifting profitable ideas from novelty or artist for its own sake.
It helps to predict winners and the framework explains the need for creative tension between financial rigor and imagination to produce profitable revenue.
Leaders and even entrepreneurs at times make copious excuses to avoid making predictions citing lack of data , uncertainty about the future and lack of accuracy of previous predictions.As a consequence many ideas are launched without testing, modelling or predicting results just going on gut feel.
The challenge of ROI is to manage uncertainty while predicting success.
As the saying goes ,"Dont over invest in yesterday's breadwinners and start imagining tomorrows breadwinners."