ROI is overrated.

I get it. Every small business who spends money wants to get a return on their investment. Spend money on marketing, see 4x growth. Run ads, get huge returns.

But I have a counter argument to this. What about investments that don’t directly correlate to a return? What value do these have in your business, and what happens if you neglect it?

If all you focus on in your small business are activities that produce an immediate return on your investment you will forever be chasing tactics. Jumping from one tactic to the next, never knowing where your going.

I love this analogy of driving a car. If you hop in your car and start driving, you will get far. But where is the destination? Do you know what the destination is supposed to look like?

This is what I see businesses do with tactics. Every investment needs a direct outcome. Congrats, you increased your revenue this month, but selling services you hate. Or winning that deal even though the client is a bad fit. Leaving you with a bunch of results, that never amount to anything significant.

You need more leads, so you run paid ads. You need more clients, so you up your cold outreach. You need more team members, so you hire quickly.

It’s this chasing the biggest ROI you can find that’s dangerous.

Instead, focus on what truly matters. Here are some examples of efforts that don’t directly correlate to ROI, but will result in business growth.

• Overdelivering for your clients
• Strategy that lays a rock solid foundation
• Building relationships that aren’t transactional only

Do you see the difference?

Try this in your own business. You want to play the long game—win for the future, not just for today.

In what areas can you invest, that don’t have an immediate return on your investment?

– Luke