Entrepreneurs Should Forget ROI And Focus On Return On Life: The
New Measure Of Wealth  image001A version of this article
previously appeared on Forbes.  According to Tige Young, Founder
and CEO of Tui Tai Expeditions, entrepreneurs should de-
emphasize ROI and focus on a more accurate measure of wealth,
Return On Life.  I became acquainted with Tige, when I was
researching examples of exemplary online customer service. In
the resulting article, I describe Tige's deft handling of online
trolls via the deft use of social media. My subsequent
correspondence with Tige led me and my 13-year-old son to Fiji,
where we experienced the Tui Tai firsthand.    As luck would
have it, a large group cancelled their reservation at the last
minute. As such, my son and I had the boat essentially to
ourselves. Fortuitously, Tige's children were on school holiday,
so he and his family joined us for several days.  As I got to
know Tige, I became intrigued with his story. How did an
American software engineer come to own an advent