What is the cost of waiting to develop a new idea, account, program, etc? That is a question that the finance people can provide a precise number for anytime you ask them. But what about all the costs that don't fit into a spreadsheet? Being the first to market with a cool product that provides intangible brand value. Having to spend less to get market share because you are in a Blue Ocean. The sense of pride and ownership that your employees derive from the excitement of being out front. All of these are costs of waiting. They don't fit nicely in a spreadsheet and they won't ever be considered by the finance guys. My contention, these costs are much higher than the the real dollars we can measure.
What's my point? Do something, anything, even if it's not completely the best solution. Doing nothing is a strategic decision and most people don't get motivated about doing nothing. Forget about doing an ROI to determine if you should wait or go. If you have an idea, go as far as you can with it knowing you will make 100 changes from inception to 1 year post live date. Innovation is sloppy, unknown and can't be put into a spreadsheet.
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