From the article: "Most attempts at innovation fail to generate enough payback. Payback means one thing-cash". In an earlier post on news.ycomb I suggested that a business is not a business if it does not generate money. The authors of the book "PayBack" insist that any innovation is pointless unless it leads to profit. I know a lot of people on this site are startup (co)founders; so I would like to encourage everyone to take a little time to atleast ramp up a business plan other than one that involves Google's adsense :)