Return on...Whatever

My latest MarketingProfs Daily Fix post focuses on the compulsion to try to establish Return on Whatever (RoW). I argue that the RoW is only appropriate for a limited subset of tactics that can be directly measured as to results…many good business decisions need to be made based on doing what we believe is right.

Extract: The problem is, the RoW mindset can inhibit people from making sound business decisions for the simple reason that something is the right thing to do. The green-tinted RoW glasses can be like handcuffs, preventing businesses from implementing healthy long-term strategies because of a compulsion to show short-term tactical dollar returns. Calculating financial returns on specifics, in other words, can be a murky science at best – and a ball-and-chain at worst.

Here’s the entire post: Return on Whatever

This link brings you to all my MP DailyFix posts.

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