PTA vs ROI

September tends to be budget planning month for many...so let's get all "corporate" and use a bunch of acronyms today.

Most anyone with power influence in business are all too familiar with the term ROI (return on investment). In a cynical view, this could be interpreted as "never mind my lack of any real understanding or appreciation for the art form of communication or relationship building; we in the financial realm will decide resources ($) and how you get to achieve your objectives". Now, please...not all financial types are evil but recently the Golden Rule applies more than ever. (Person with the Gold--or budget control--Makes the Rules)

Cynic note: objectives rarely get modified to align with slashed resources. :)

If we are to spend time analyzing ROI (and yes, it should be looked at as PART of decision making) let's also look at PTA.

PTA? I made it up; because apparently acronyms make things more important; almost corporate sexy. PTA: Persuade Toward Action

The key word here is "toward". ROI is (correctly) focused on results...but as we all know, almost always the (quantitative/measurable) end game is not immediate. Relationship building is a process....that evolves from introduction/discovery to vetting/validation and ultimately trust/goodwill. All are essential stages...that lead "toward" great things.

Analogy: Consider the scene of dating and courtship. Let's make the assumption that "the return" is something noble -- like finding a soul mate to share life's experiences. There are quick 'night club' hook ups. There are slightly longer lust driven relationships -- that quickly burn out from lack of substance. And then there are relationships (AKA: friends) that unfold in layers and grow over time....which required respect, trust, compromise and collaboration.

The bottom line is worthy things take time--and effort--and investment---and faith. It takes PTA. My marriage wasn't made in a day; neither are enduring business relationships. Taking time to creatively remind someone that they are worthy to be part of "your plan" is how relationships unfold, grow and mature. (Yes Dear, I need to send you flowers more often!) This is a "gut feel science" not based on ROI but on the enduring human qualities of trust and respect.

Message Advocacy (aka: promo-tising) is worth the investment when done with thought and purpose. The alternative is sitting alone...so get out there...show people they matter. Regardless of what 'finance' tells you...know that working 'towards' ROI results is where the real value is at.