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Frank Scavo: "I've theorized that the ROI trap has to do with the nature of uncertainty surrounding most ROI calculations: that is, the benefits are uncertain, but the costs are absolutely certain. [...] So the executive, deep down, doesn't trust the ROI, no matter how compelling it is. In the face of uncertainty, the safe decision is to say no--or, if the decision maker is timid, to ask for more data."
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