I regularly hear business owners quickly ask, “What’s the ROI?” It’s usually the first question or their natural first thought. While it may be important, should the first question or thought about offering a product or service be so self serving? Perhaps it’s better to start with asking, “Is this the type of product or service that will delight my customer?” If the answer to this is yes, then figure out the financials. If the financials don’t work out, continue searching for a similar offering that you can make work? Start with the customer, not with yourself.