ROI

Client: So tell me, what is the return of investment if I run this campaign?

Planner: That you will still have a job till end year?

Alright, this is only a fictitious conversation that I imagine having (but won't dare say unless I wanna get the red!) but it's something I've been thinking a lot lately.

People like throwing this term casually but do they ever think about the implications? Historically, ROI was coined from the financial world to justify risk over sales return. But take this beyond context, returns could come in several forms such as time, goodwill, and yes, reputation.

High risk, higher returns. Economics 101. It really depends on the person's reason for investment and their risk tolerance.

So when you are thrown this question next time, access the situation of that person asking it. I guarantee that it won't sound like sarcasm but more to them thinking...again.

Big words from small people is just nuisance.