There are two ways for companies to create shareholder value: growth and high return on invested capital (ROIC). During high growth phases, companies achieve the same price-to-earnings ratio by reinvesting a high percentage of earnings to fuel 13% growth, while only achieving a modestly higher 14% ROIC. In maturity phases, reinvestment decreases to sustain 5% growth, allowing a much higher 35% ROIC and generating substantial free cash flow. Executives should focus on either growth or ROIC depending on the company's life cycle phase. A three-part model estimates value from current performance, return premium, and growth, helping executives understand how to maximize shareholder value.