By Rajiv Shah
In business, return on investment (ROI) is a key metric, but return on intention is just as crucial. While companies often prioritise measurable financial outcomes, intention shapes decision-making, strategy, and long-term growth. A well-defined intent enables businesses to enhance customer experience, adopt emerging technologies, and expand strategically. However, many organisations make the mistake of prioritising financial metrics over intent. By embedding intention into their strategies, they can mitigate risks, improve efficiency, and ultimately maximise ROI.
What if we leveraged generative AI to uncover and amplify intent – aligning actions with purpose? Imagine AI algorithms analysing vast organisational data, uncovering hidden patterns in communication, employee interactions, and decisions. Using NLP and sentiment analysis, they decode unspoken motivations and reveal organisational intent. With predictive analytics, AI forecasts the impact of intentions, simulates scenarios, and adjusts variables to provide insights into their ROI. This empowers leaders to make informed decisions, steering their organisations toward goals aligned with their core values and mission.
But how do we measure intention in concrete terms? Let’s first explore why measuring return on intention is essential. We all know the principle: outputs depend on inputs. Yet, outcomes often fall short of intentions despite our best efforts. What if we shifted our focus from return on investment to return on intention?
This shift emphasises the connection between intention and outcome. As the saying goes, “What goes around comes around.” Leading with intention lays the foundation for success. Intent defines the “why” behind our actions. Successful organisations recognise that intention, not just strategy, drives meaningful outcomes. For instance, Tata’s intent – “to improve the quality of life for the communities we serve” – is more than a statement; it’s their reason for existence.
But how do we measure intention and its impact? While ROI has clear metrics, return on intention is less defined. With advancements in AI and analytics, we are now exploring ways to quantify this critical yet uncharted aspect. Here’s how:
AI-driven intention mapping: Generative AI can analyse historical data to identify underlying intentions behind activities and correlate them with successful outcomes.
Predictive analytics: Machine learning algorithms can predict project success based on alignment with stated intentions, helping prioritise initiatives.
Sentiment analysis: AI can gauge alignment with organisational intentions by analyaing employee and customer feedback, enabling informed adjustments.
Personalisation: AI can tailor strategies and communications based on individual and collective intentions, ensuring alignment with core values.
Organisations that align their strategy with intention fare better in the long run. For instance, Dove’s “Real Beauty” campaign aimed to challenge beauty standards and promote positive body image. The campaign’s intent resonated widely, changing conversations around beauty. Similarly, Adobe’s “Kickbox” programme empowered employees to develop and pitch ideas, fostering ownership and responsibility.
Embracing return on intention requires a perspective shift but offers substantial rewards. By aligning actions with purpose and leveraging generative AI, organisations become more resilient and purpose driven. This approach enhances financial metrics, fosters workforce engagement, builds customer loyalty, and supports sustainability.
The writer is executive director, Happiest Minds Technologies
