Career Goal Marketing Rate of Return 
Frank Sonnenberg Online
APRIL 21, 2020
What’s more, if I asked you how you’d achieve that goal, your answer would be surprisingly similar to most: “I’ll buy a lottery ticket, play the stock market, launch a business, or invent the next big thing.” It’s so easy to set bold goals, such as “I’ll lose 25 pounds within the next few weeks.” Do you want to be a millionaire?
Harvard Business Review
APRIL 14, 2011
Had Capecchi failed and wasted that money, his career would have been shattered. But to be sure, by allowing more failed experiments, the goal is not to see greater funds spent on failed projects but instead to increase the ratio of total value generated from all experiments relative to the total funds and resources expended.
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