Every Chief Revenue Officer understands ROI: a return generated from action. But what about the growth organizations never realize because they failed to act before the market changed around them? The most expensive ROI in business may be the Risk of Ignoring Change. Organizations rarely fail because they stop executing. They fail because they keep executing yesterday’s playbook while the market changes around them. AI, shifting consumer behavior, and new commerce models are redefining growth faster than many organizations can adapt. And that’s the elephant in the room. Most leaders see the signals, but far fewer create the space for teams to challenge assumptions, imagine what’s next, and engage with the unknown before disruption forces the issue. Leading through complexity today requires more than operational excellence. It requires imagination and creating the conditions for people to ask “what if” and challenge the organization with “why not.” Drawing on her transformation leadership as an executive at Tupperware, Foot Locker, and Hasbro, Samantha Lomow recalibrates ROI as the Risk of Ignoring Change and shows why play may be one of the most powerful and underleveraged tools leaders have to unlock imagination, build adaptability, and prepare organizations for what’s next.