In 2008 my 19-year-old nephew said &quot;the future of television is in a website, not in the cable box&quot;. Even at the time this didn&#x27;t even seem radical.<p>In the end, ROI or metrics-based management approaches are mired in ideas that belong in businesses that resemble raw materials extraction (like, say, Exxon) or about as far away from a company like Apple or Google as you can imagine.<p>When was the last time your company did an metrics improvement or ROI study on the phone system? The office electrical grid? Email? How the hell would you even conduct such a study? Would the iPhone project, prior to its release, survived such a study?