Investors play an important role in growth of business; in ensuring the reach-out to the customers. Reaching the customers is an uphill task without availability of sufficient funds. 

Investors expect good ROI, the profitability. This is perfectly fine. 

Yet, most investors may need to shift their thoughts from ROI to CONTROLS. 

Yes, I am talking about the ten kinds of controls that sophisticated investors exercise. 

Robert Kiyosaki has listed the ten controls investors think of in his book – Guide To Investing. To everyone’s surprise, the “ROI” is NOT on this list. 

Investors need to get moving up in investors’ mindset. On the trajectory, there is something beyond PROFITS too. 

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