Business naturally focuses on return on investment, but this is short-sighted. Delivering a new feature that improves ROI isn’t as advantageous as delivering a new feature that doesn’t improve ROI, but improves the rate of ROI for subsequent feature deliveries. Making this trade-off intelligently is the difference between exponential and linear growth.
If you graph a product’s ROI over time it is evident that it wibbles and wobbles as some bets don’t pay off. If the ROROI curve is flattening out or declining, however, the portfolio squad needs to figure out why. This is the difference between extropic and entropic.