The Petaluma Valley from Sonoma Mountain.

ROI Does Not Apply

Return on investment isn’t a useful measure today.

Alan Cooper
3 min readJan 10, 2018

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ROI is an industrial age term, applicable to companies that manufacture things in factories. That era is now over. Even if a company manufactures things in factories, that process has become commoditized. When something is commoditized it means that it uniformly goes to market at the lowest possible price. Milk or wheat or nails are sold at…

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Alan Cooper

Ancestry Thinker, Software Alchemist, Regenerative Rancher