I was thinking about ROI the other day. You know, Return on Investment. That thing we're all supposed to be chasing. But here's the thing about returns - we're usually looking in all the wrong places. We're so focused on immediate gains, quick wins, and measurable outcomes that we miss the bigger play. I've spent a lot of time in rooms where ROI is the only language spoken. Spreadsheets and projections. Numbers and charts. Don't get me wrong - that stuff matters. But there's this other kind...