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Have been looking for is we want better ways to compare apples to apples. >> susan, ratios like earnings per share, return on equity, they're supposed to be indicators to wall street and investors of the financial health of the company. some of the criticism is that this new ratio doesn't actually mean anything. it's only intended to shame ceos and play into this anti-wall street sentiment. so what, if anything, would this ratio say about the actual financial state of the company? >> it's important to note two things, i would say. one, employee morale is really port for companies. i think unde...

A new product. gichbt economy and cash flow, what should we be considering before launching? >> cash flow issue is the biggest issue. >> first thing i think you have to look at, peter is the roe, return on equity and what you are putting into it. in this marketplace, you better nail it quickly, fast turn around, a lot of velocity to that money. cash is king right now. there is a lot of danger in risk, which is what we were talking about earlier. a lot of danger in risk. what's going to be the return on capital month by month on this investment. make sure you get the velocity on cash. >> you al...

Things should we consider before launching? >> cash flow is the biggest issue. >> first thing to look at is the roe, return on equity, return on what you are putting into it. in this marketplace, nail it quickly, fast turn around, velocity to the money. cash is king right now. there's a lot of danger and risk. a lot of danger and risk. you have to look at what's going to be the return on capital, month-by-month and get the velocity on cash. >> look at your end goal. what are you trying to achieve? is this the best product launch to get you there? in the food sector, they deal with shelf stable...

Scare tactics, bad. >> yeah. let's go to sheila bears. >> all right. in your magazine, andy, "fortune," sheila bear writing this about chase. the best way for jamie dimon to provide a bert return to his investors is to recognize that his bank is worth more in smaller, easier to manage pieces. let's face it. make a competitive return on equity will become even harder for megabanks. as capital requirements go up, their trading and derivative activities are reined in, and their cost of borrowing rises as bond investors recognize that too big to fail is over. if by downsizing dimon can compare to ...

And how do you focus yourself and keep it within your means. >> you have to watch a couple critical things. just from the pure business side of the thing, watch your cash like a hock. if it starts to go down, you are spreading it too thin and you will get burned. watch your investment returns. when you start to put money into something, a new store or idea, make sure the return on that is coming back quickly, it's called a return on equity, and it's the same thing warren buffett looks for in a business. >> give yourself a time limit, too. if you say we are going to launch this, we want to see ...