Brass Tack Thinking | Contextual Laziness

Today’s post is a guest post from our friend and tack-minded cohort Matt Ridings, Founder of MSR Consulting, and a thought leader on integrating social media into the realm of Relationship Marketing. He blogs over at Techguerilla, and you can find him on Twitter at @techguerilla

I recently had the pleasure of finally meeting Jeff Pulver in person. While here he gave a brief talk to the group of people present in which he made the statement that “sometimes, ROI can mean Return On Inspiration, or Return on Innovation”. As soon as I heard it I started dreading what was going to come next.

Like clockwork I started seeing tweets about that statement. By far it was the thing most commented on. People loved that remark. It resonates with that part of us that thing all businesses are selfish and if we’d just care a little more the world would be a better place. It certainly resonates with me.

I then prepared myself for the fact that I was going to be approached by several people who knew that I have argued vigorously against that very statement before. Sure enough, I was soon surrounded like the leader of some cult compound. And I was in a tough spot. On the one hand, I didn’t really have any issue with what Jeff said in the context of the moment.

(Continued here)

 

Posted on Monday, Aug 30, 2010 by