“Asking about Return on Investment is the wrong question today. You should be asking about Return on Involvement”


It’s nice to stumble across an opinion so closely in line with my own. Even nicer when it’s an opinion of Kevin Roberts, CEO of Saatchi & Saatchi. The article may be over a year old, but i’ll certainly sleep well tonight knowing my opinions i’ve been so ruthlessly fighting to be heard, are now validated, and are actually worth fighting for.

“The big idea is dead. There are no more big ideas. Creative leaders should go for getting lots and lots of small ideas out there. Stop beating yourself up searching for the one big idea. Get lots of ideas out there and then let the people you interact with feed those ideas and they will make it big.”

“Leaders need to become emotional thinkers. The difference between rational thinking and emotional thinking is that rational thinking leads to conclusions and meetings and more meetings. Emotional thinking leads to action“. 

“There are three secrets to emotional thinking – mystery, sensitivity and intimacy. It is a lot about story telling. Brands need to tell stories on their websites, on their packaging and so on. Make sure your brand and company has a smell, it has a sound, it has a feel and an intimacy with people. Think about how you can build empathy. It is the small things that count and how consumers feel about our brands that count today.

“Marketing is dead. The role of marketing has changed now. There is nothing new anymore. If marketers are just hearing about something going on then it is already old in today’s world. The further up in a company you go the stupider you become and the further away from new things. Speed and velocity is everything today. Marketing’s jobs is to create movement and inspire people to join you.

“Everyone wants a conversation. They want inspiration. Inspire people with your website. Don’t just interrupt, but interact. Asking about Return on Investment is the wrong question today. You should be asking about Return on Involvement.