For some homeowners, home improvement isn't about return on investment; it's simply about making dreams come true. Architect Steve Straughan recently finished work on a $250,000 home theater room with a 12-foot wide screen and an elaborate sound system. "There's not a home we're doing that doesn't have a home theater," Straughan says. "It's a common request across the board and typically it's a big investment." Most home theaters involve wiring speakers into walls and extensive built-in cabinetry, as well as soundproofing–"it's not something you can take with you" if you move, Straughan points out. Still, a home theater is likely to have broad appeal, so you may recoup a large chunk of your costs at resale. "A home theater makes sense," says realtor Ron Phipps. "A six-car garage does not make sense." In the high-end . market, Straughan also sees demand for wine cellars, massage rooms and yoga rooms.
The amount of value individual companies can capture from social technologies varies widely by industry, as do the sources of value. Companies that have a high proportion of interaction workers can realize tremendous productivity improvements through faster internal communication and smoother collaboration. Companies that depend very heavily on influencing consumers can derive considerable value by interacting with them in social media and by monitoring the conversations to gain a richer perspective on product requirements or brand image—for much less than what traditional research methods would cost.