When it comes to new stuff — new technologies, new strategies, new future-focused initiatives — our immediate reaction is to ask, “What’s the ROI?”

Everyone wants to know what they stand to make on new stuff. They want a blueprint. They want to study it to death before they implement it, praying for a formula that will translate to their bottom line.

And they’ll die an increasingly speedy death while waiting for those answers.

Forget ROI. A better question to ask is, “What’s the RONI?” What’s the risk of NOT investing?

In an age when things are moving faster than ever, that risk is incredibly high. And why? Because our competition is investing. They’re moving.

Get moving. Now.

The longer you wait, the more irrelevant you become.