Watch out for these three ways too much of a good thing can be dangerous
Balance is important. Even in situations where we think we are following best-in-class wisdom we have to stay alert to the possibility we will push that wisdom beyond its objective and into extremes that deliver unintended consequences.
If you are a business leader who is struggling to get your teams to consider the ROI of their efforts and investments you might think I’m insane. Of course, everything is relative. If you are on that end of the spectrum you likely don’t need to worry about the opposite. But maybe. Maybe with foresight you can drive positive progress without falling into the traps of your ROI-immersed counterparts.
If you are an analytics professional or manage a data team you have more than likely been asked to show the ROI of your work and the insights or outputs you deliver. This is good business sense and a muscle you should build. But an overcommitment to that endeavour might also cut your team off from real value adding initiatives.
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Advertising as a discipline receives more scrutiny on the value of its existence than any other I can think of. An age-old accounting question is whether it should be counted as a cost or an…