In Terms of ROI: Forgiveness as an ROI Strategy - Bill Harvey - MediaBizBloggers

If we're always going to be talking about increasing ROI – and that is what we write about here every week – then we must not limit our minds to the obvious tactics of targeting, media scheduling, measuring program environment and creative effects, and other silos. We have to look at everything that affects our current ROI and could play a role in increasing it.

The Jewish High Holy Days are all about atonement, forgiveness, clean slates, and fresh starts. Is there an account, media company, partner organization or colleague you've been at odds with lately? Has it hurt business or left money on the table? Is there a creative way you could turn the energy around so that you'd be making money together? How much would overall ROI increase?

We all have these knots in our business flow where relationships have not been optimal. It has energy tied up fighting itself where if lined up in the same direction the effects would be very positive to growth. Only creative solutions will work in the way of judoing the situation back into the ideal flight path. Creativity and forgiveness.

TRA's philosophy is to be creative in establishing win/win deals where every partner's ROI goes up. We've been very fortunate in having so many great clients, partners, vendors and employees – each of these groups increasing in size pretty rapidly. We spend some time each day thinking about where some party in the ecosystem can be getting more benefit, and how to take the right action steps to unleash that.

The ancient Hebrews who had these insights about forgiveness, clean slates, and fresh starts, and who established these holidays, were thinking at a level so much higher than the average folks around them.

Their experience was one of receiving these ideas from a higher level of our Reality. They could not believe they themselves were having these great ideas. Neither could anyone else around them see it as anything but Divine Illumination.

On a more Earthly level, TRA is happy to play a small role in providing some illumination in a sea of uncertainty.

Bill Harvey has spent over 35 years leading the way in the area of media research with special emphasis on the New Media. Bill can be contacted at bill@traglobal.com.

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