Focusing on growth-plus-ROI is more powerful than focusing on ROI alone. But what's the best way to grow?

We've been talking a lot, over the last few weeks, about the need to shift SEM focus from ROI alone to ROI-plus-growth. An ROI-only focus, after all, runs serious risks: you can end up ignoring lost market share, losing sight of your true business goals (you're not in business to get ROI, you're in business to be the industry leader-ROI is just the means to an end); and your ROI target numbers may actually be miscalculated.