“We're not interested in ROI”
As if on cue, right after I sent yesterday’s email to this list, I met with an association director who literally told me, "We're not a business, so we're not really thinking about ROI here."
If you ever catch that thought flowing through your head, please stop a moment and ask yourself two simple questions:
Do we have unlimited resources?
Do we not care what impact we make in the world?
Of course you're interested in ROI.
The sooner you make peace with that notion, the sooner you can get on to the business of making an impact in the world with your finite resources.
All the best,
A.