the new ROI is ROII

One of the questions I am most often asked about AMPLIFY is:“What is the business case and ROI? Show us the output? “

The funny thing is- this is exactly the point of AMPLIFY.

It challenges conventional thinking to shift our industrial age mindset of logic, certainty and bounded constraints of tangibility to embrace the gestalt of the networked era with it’s participative and interactive ecology of information flows, self-organisation, and exponential potential, where the weakest links often contain the most value.

In such an environment, there’s a need to consider an emergent metric: the return on investment in interaction (ROII) where ROII is the observable development of capacity and capability to create economic value out of intangibles. (So, it was very timely to draw on the wisdom and insights of Jon Husband‘s FASTforward blog from whom I borrowed a great deal for this blogpost.)

Competitive advantage often comes from building the capacity of the things you can’t see: strong customer relationships, reputation, trust, culture, a skilled work-force, unique organisational designs and processes, and know-how.

The comments from speakers, participants, customers, technology partners and even competitors on the AMPLIFY Festival is testimony that we have succeeded– to create enormous value through interaction and opening the information flow between our company and the rest of the world.

This continuous flow of information is the raw material of value creation and overall performance in a network, and collaborative social networking technologies are the platforms by which it is conducted in the modern organisation.

It is therefore extremely gratifying that in addition to our CEO’s already strong emphasis on building stronger external networks and relationships, that AMPLIFY has also triggered a leadership resolve to:
• invest more effort in social networking and collaboration activity and technologies, both internally and with third parties,
• examine leadership culture, organisational processes and design to be less centrally controlled and to free the collective intelligence and action
• let the green shoots of innovation that bubble up spontaneously from passionate, switched-on people be supported by processes that don’t stifle emergence but fuel it, using crowd-wisdom to fertilise that which holds the most promise through a prediction market for ideas.

I can’t summarise it better than Craig Dunn, our CEO, who in one of his post-Amplify podcasts said:

“ If any of the things that you learnt during AMPLIFY inspired and convinced you to approach something differently, just do it.”

Ignited minds need no more encouragement!

Thank you to all who believed, who invested, who came from near and far and who shared freely – helping us to AMPLIFY through new knowledge and networks, not just for one week every two years, but every single day.



  1. Annalie,

    ROII can definitely have a huge impact in Design Education and Experiential Learning. It is an easy to understand concept that is measurable and lives up to the “long tail” as well.

    Keep up with the magic!

    1. I am still finding it difficult trolling through available literature on how to measure the interaction and the growth of the size of the network. There is a DowJones White Paper on Tracking the Influence of Conversations that Jeremiah Owyang, Scoble, Boyd and others contributed to that sheds best light on this subject. Traditional analytics and clicks don’t work, and how do you measure influence and reputational impact, trust? Stowe Boyd has come up with the “Conversation Index” – a ratio of blogposts and comments-plus-trackbacks, but we all know that this doesn’t capture the lurkers, and that is the most elusive prize as it represents 90% and more. I can only conclude at this stage that not everything that can be measured has value, and inversely, not everything that has value can be measured. Its commonly accepted knowledge that the most effective leaders use intuition in decision-making and we don’t doubt that..maybe we should extend that faith to the value of interaction until a more precise metric emerges.

  2. Agree – this is De Bonos point – creativity has been deferred for too long since the Greeks invented the term logic, which has ruled civilisation and decision making for 2000+ years.

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