Positive Return On Outcome

 

In discussions about the Return On Outcome (ROO) concept, the conversation invariably turns to how to tangibly measure something that is qualitative and subjective like ROO.

I spoke to Patrick Quinn-Bryant recently who provided a sound rationale. He noted that the base criteria for determining a sound return on investment (ROI) is either a positive or a negative ROI, with the former determining it’s real quantifiable benefit. 

He proposed that ROO should have similar criteria - a positive or negative return on the ultimate outcome. This makes sense but is it a practical approach to consider in real life situations?

Then, this happened.

The video shows a major league baseball game played between the fabled New York Yankees and the Toronto Blue Jays in Toronto, Canada. The star batter for the Yankees, Aaron Judge, hits a home run into the stands towards a Toronto Blue Jays fan, Mike Lanzillotta who retrieves the valuable ball. 

In what seems like a random act of kindness, he instinctively hands the ball to nine-year-old Yankees fan, Derek Rodriguez, who is resplendent in a Yankees t-shirt bearing his idol Judge’s name and number. The youngster is surprised and overwhelmed by the gesture and both embrace, which is televised. The incident goes viral globally on social media and news outlets.

I can’t help but think that when Lanzillotta caught the ball, he could have been thinking ROI, as everything has an ROI apparently. If so, he would have been rubbing his hands in glee as an Aaron Judge baseball is currently worth at least US$450. His action also resulted in a gift from Judge himself of his game-used batting gloves (US$1500 value). A definitive positive ROI on his purchased ticket investment.

However, in surrendering his newly acquired asset to Rodriguez, he realised a more powerful positive return as an outcome. 

He achieved instant fame from his globally publicised action on traditional and social media. He boosted his personal brand as a great human and perpetuated the nice guy reputation for Canadians.  Personally, his kind gesture landed him a priceless hug from a fan whose dream he just made come true. An immeasurable outcome that generated a memorable ROO all round. 

It would be interesting to find out from a value perspective whether Lanzillotta assessed the ROI or the ROO as being the most fulfilling for him financially or, more personally and for the community.

I think I know which one the world would choose.

Calculating Return on Outcome

By Sara Watts and Iggy Pintado

How do you calculate a return on an outcome that is not quantifiable? I discussed this recently with Sara Watts, former Chief Financial Officer (CFO) at IBM and esteemed colleague for many years. This is her perspective.

I held a number of senior positions in finance including CFO, Financial Controller and Internal Audit Director at IBM for 10 years. I am currently a company director and chair the audit committee of the boards I serve on.

In my free time, I sing with a prestigious Australian choir – which means I must keep in tempo, count bars of music, and constantly subdivide note values. I also bushwalk with friends, and we always compare the number of steps our devices have recorded at the end of a day’s walk. In summary, pretty much everything I do can be measured and my life is full of numbers and numerical acronyms.

ROA, ROE, ROI, IRR, WACC, EPS, P/E are just some of the financial acronyms that are quantifiable measures. But what about Return on Outcome (ROO)? 

How do I describe ‘outcome’? It’s the way things turn out.

Therefore, ROO could be interpreted as a return on or from the way things turn out. That’s very different from ROI which is a relative measure of the return on an investment, and usually requires a quantifiable - often cash or profit - return.  

As a non-executive director (NED) I must consider ROI. After all, one of our key responsibilities is to make sure that we’re spending shareholder, government grant, or donated funds wisely.  However, most NEDs also consider impact, outcome, value, and legacy even if it’s harder to quantify and measure. 

Of course, that is not unique to the NED world. This concept is important enough that some governments have introduced outcomes-based budgeting. For example, both the NSW and Victorian governments in Australia have recently moved towards this. Departments and agencies are asked to submit budgets and make investment decisions based on how the use and expenditure of public resources will deliver outcomes for citizens. It is seen as a way to improve performance and promote transparency.

The concept of ROO appeals to me for two reasons. Firstly, it creates a way to give structure to a discussion that is often informal rather than formal and, secondly, because I see it as complementary to ROI. A discussion about ROO encourages a different conversation around the board table which in turn means deeper consideration of multiplier effects, linked benefits, and unintended consequences whether good or bad.

A discussion about ROO acknowledges that some returns we’re seeking are not easily quantified, can’t be measured, may have secondary and tertiary impacts, and reminds us that not every investment outcome can, nor should, be monetised.  

I don’t know how to quantify the relief someone feels knowing that their aging parent is getting good care, or the benefit to a small and remote African community who received COVID-19 vaccinations. Nor have I yet worked out how to measure the economic benefit of a child learning English when their capacity to earn is still 10-15 years away.  

Whether an organisation is listed on a securities exchange, privately owned, or a non-for-profit, their NEDs will be considering a range of outcomes alongside the more formal ROI measures. 

As the conversation around the board table turns to the impact of the decision on shareholders, the likely reaction of investment analysts or clients, the impact on Environmental, Social, and (Corporate) Governance (ESG) credentials and other reputational factors, it may not be called a discussion about Return on Outcome, but it probably is.

The Art of Return on Outcome

 

By Robin Dickinson and Iggy Pintado

I’m still perplexed by the premise that business is all about Return on Investment (ROI). The question is: can Return on Outcome (ROO) - a qualifiable, subjective measure of an investment based on the outcome realised - and ROI co-exist in commercial thinking? 

I approached someone who, by chosen professions, needs to balance both.

Robin Dickinson is a Business Development Specialist and an artist. His day job is as lead facilitator in a business development advisory firm with a hardcore commercial focus. His evenings and weekends are spent creating contemporary paintings and drawings in his studio.

By his own admission, he confesses to having a kind of “split personality”. On the one side, purely commercial and on the other, creatively focused. He admits to using this duality to great advantage when it comes to commercialising his art. Here is Robin’s perspective:

As a businessman, my focus is on maximising ROI. It’s all about increasing revenue and minimising expense. Unlike most artists, I include the actual labour costs by measuring how long it takes to create a work and then charging a commercial rate for this creative time. 

I also amortise time taken for promotion, fulfilment, and delivery of works. This gives a true sense of real ROI and helps me to get product range selection and pricing right. I’m constantly looking for ways to leverage my commercial experience to maximise ROI. For example, securing commercial sponsorships for my art exhibitions. This helped my first art sales event to be profitable before a single painting was sold.

As an artist, ROO is more relevant. Creatively, the outcomes I’m focused on achieving are:

• Purpose: to have an impact on the viewer emotionally and aesthetically. To stir a response.
• Truth: to be true to the inner creative force that is striving to be expressed, rather than be opportunistic around a popular or trending genre or style.
• Uniqueness: to further my mission to create original, ‘unseen’ works
• Fulfilment: to feel the immense sense of joy and satisfaction that comes from creating works that matter to me personally

Before an artwork is ‘released’ for sale to the commercial guy (my alter ego), it’s essential that these outcomes are achieved. Yes, they are highly subjective, and I have yet to develop any kind of quantitative measure to ‘quality assure’ the works. 

That said, as an artist, I intuitively know if the ROO is achieved. I just feel the inner buzz every time I look at the picture. For now, that’s good enough.

In Robin’s experience, both ROI and ROO work together. If the ROO is achieved, then he knows that the ROI will follow. It makes sense that the higher the ROO, the higher the sales price. The more passion and purpose that an artwork engenders in him, the easier it is to sell.

Robin’s artwork is available for viewing at www.artbyrad.art and you can connect with Robin on LinkedIn.