Three ROI criteria can provide competitive advantage when used together: 1. Efficiency goals like reducing time-to-market increase digital performance. 2. Customer satisfaction targets consider both exceeding expectations and meeting minimums. 3. Financial metrics like real options valuation that account for changing conditions outperform static analyses. Together these criteria drive better decisions about digital investments, with efficiency and satisfaction mutually reinforcing each other and real options allowing for a flexible portfolio. Leaders use all three to start, sustain, and structure smart digital initiatives.