The intention is good – invest in features that yield the greatest return. But calculating a feature based ROI can be guesswork or subjective at best. Throw in other classifications that attempt to assign value or priority to product enhancements such as market growth features, competitive, customer satisfaction, contractual commitment, etc. and this exercise can turn into something so convoluted it’s not worth the hassle. Worse yet, it’s often difficult to make a direct connection to revenue or market share after new enhancements are released to market.

Every company needs to innovate.  Innovation is not just about developing new products or services; it's about process improvements, greater efficiencies, and finding new and better methods for everything from sales to internal communications.  Innovation is about growing shareholder value.