ROI is extra dead

A better way to measure success in your business (and lifestyle).

In my Age of AI keynote, I mentioned in 2024 social media flipped from playtime to prime time in a massive way.


Post at 7:30am vs. 2pm.
Ebooks vs. webinars.
A 14 step funnel vs. a 3 step.

Pick any.
Pick all.

Because they don’t fully solve your biggest problem—

Growing a sustainable consulting and speaking business that rewards you with sales, clients— and the lifestyle you actually want.

Keep reading if this is ringing your bell…

→The Deep Dive

Step back for a nano moment in history with me…

Did you know the history of ROI– Return On Investment– began as a financial metric in 1914?

Donaldson Brown, an engineer and financial executive at DuPont and later General Motors, developed this metric and revolutionized how businesses— including yours— measure success.  

Over a hundred years later, businesses continue to use ROI for making countless decisions.

But does this 100-year old metric serve you in this new digital economy?

You’ve likely been in business long enough to:

1– Have thought: “What’s my ROI on this?
2– Been asked: What ROI does your service give me?

Whether you’re conscious about it or not— ROI-thinking is likely driving your decisions (or indecision).

If I do X… I can hopefully get Y.

It’s one of the reasons there are so many posts about money and metrics.

“I made $283,432 in 9 months just doing this.”
“How I closed 384% more business with this one tool.”
“Went from 0 to $1.2M in 76 days.”
“Book 10 sales a day in 3 steps.”

The subliminal message– “Do what I did and you could get similar results too!”

The problem with ROI-thinking for the boutique business consultant or elite speaker is that it throws you off track.

How?

Since 1914 it’s typically based on measuring a single decision.

• Do we build a manufacturing plant in Texas or Ohio?

• Do we grow with Microsoft Teams or Google Workspace?

• Does Intel or Nvidia make our chips?

• Do we go with the boutique consultant or a big brand?

Your big question– What will I get from this one decision?

Do you know what’s missing from your big question?

The biggest question–

Somewhere along the way– you found yourself in the weeds of micro-decisions that has your business running in circles.

You lost sight of the vision for your life.

And it is about your life.
And the income you can earn.
And the impact you can make.
And the influence you can have.

ROI-thinking dies here.

In this new social media and hyper-AI economy, I submit to you to take on a better way to measure progress and success.

→Return On Vision

What is Return On Vision?

It’s about purpose, progress, people, and profit.

All of it– at the same time!

ROI is extra dead at this point.

How you measure success guides what you do– or don’t do– to make it happen.

It’s easy to lose sight of the vision you have for your life and business.

In fact– sometimes it’s depressing to see the massive gap between what you want
and what you have.

The pain to fill the gap can drive you a thousand directions.
Or stop you cold.

There’s a better way– if you’re ready for it.

→No Money, Mo’ Problems

 A quick back story…

Whenever I’m invited to help a company or project get unstuck– on the surface, there are money problems.

And yes– money is a surface problem.

It is distressing and destructive when there’s no clarity about how to make cash flow like Niagara Falls.

When few on the team– know what to do, except more of the same— the problem can feel unsolvable.

Most try to find quick wins to make the surface issue “go away”.

Quick funnels, fast cash offers, and social media pitchy-campaigns to “drum up some business”.

After a dropping a couple of grand on ‘flavor-of-the-month’ marketing campaigns– you’re left with even less money, less time, and more stress.

Why?

The root cause.
The epicenter of the problem was ignored.

When I’m finally called in…

I’ve found it's actually about repairing two key weaknesses.
(and yes– they are weaknesses that drain your strength and energy)

1. Lost vision or being disconnected from your vision.

2. Unclear about how to execute your vision, once you find it or reconnect to it.

This is not just about what’s your “Why”.
You already know why you want– what you want.
No explanation needed.

It’s about your destination and how to get there.

Somewhere along the way– you got lost, distracted, disconnected.

You end up doing all the things– social posts, emails, webinars, talks, live events, virtual events, e-books, guides, courses, communities, podcasts, conferences, masterminds, networking, advertising, public relationships, team building, and, and, and….

When frustration of “none of this is working” finally has you slam the brakes, the question to answer is:

No blame. No judging.
I’ve been there too.

And I now know it’s part of the process of success.

It sucks when you are in it– and its lessons are your advantage…
if you learn from them.

My recommendation– The sooner you answer this question, the faster you can start making progress towards your destination.

Let’s dive deeper into the nitty gritty of this new way to thrive.

(or continue thinking you are just one funnel away from Lifestyles of the Rich and Famous with Robin Leach, your call.)

→The Breakdown

Return On Vision: The strategic, reputational, cultural, and financial results made possible by focusing on a passionate vision paired with decisive and creative action.

1— Passionate Vision

A bold, emotionally-charged picture of the future that fuels focus, innovation, and commitment.

A passionate vision is magnetic. 

It pulls in teams, partners, and clients who resonate with your purpose—and keeps your team energized when challenges hit.

Example:
“Make AI accessible to everyone” is a vision.
“Use AI to help 10,000 small business owners gain financial freedom” is a passionate vision.

2— Strategic Results

Vision without strategy is chaos.
Strategy without vision is energy draining.

Together?
You make bold moves with clarity and purpose.

Strategy guides everything you do across social, emails, and your talks.
(otherwise it’s post and hope someone pays attention)

Example:
Launching a new product that solves an ultra-specific problem and accelerates your brand’s purpose.

3— Reputational Results

The trust, influence, and recognition you earn by showing up consistently. 

Your ability to offer simpler, better, easier, clearer ways to solve expensive problems is what you are known for.

You and all that you do—
are impossible to copy.

Your reputation becomes your shortcut to the best opportunities.

Example:
Being known as the go-to person for innovation with integrity.

4— Cultural Results

The internal energy, values, and behaviors that create success when your team feels connected to your vision.

An energized team with a clear purpose excels to create more than you originally imagined.

When your team is united around your clear vision, they move faster, adapt better, and stick around longer to see your vision achieved.

Example:
Team members who say, “I’m fortunate to work here—we’re building something valuable.”

5— Financial Results

The revenue, profits, and business growth that naturally follow when strategic, cultural, and reputational returns are united.

When your vision guides decisions, you create growth that’s not just bigger—but more sophisticated, more sustainable, and hard to copy.

Example:
You get consistent revenue growth because customers trust your values and love your product.

How do you make all these results actually happen? 

This…

6— Decisive and Creative Action

What is Decisive Action?

This is about speed, clarity, and commitment.

• You make a move without hesitating, complaining, or biting your finger nails.
  

• You commit to a direction and follow through— all the way to the finish line.
  

• You don’t let overthinking or fear paralyze you.

It’s the consultant who says, “This is the offer. Let’s launch it by next Friday.”

What is Creative Action?

This is about big thinking, fast flexibility, and unfiltered inventiveness.

• You don’t just do what’s obvious—you find a better or unexpected path.
  

• You imagine new angles, break molds, solve ultra-specific problems that are nothing short of extraordinary.
  

• You’re willing to explore, test, and refine as you go with speed and curiosity.

It’s the consultant who says, “What if we solve this differently—what if we don’t run ads, but turn our waitlist into a referral army?”

What happens when you combine the two?

Now you’re talking real power.

Decisive without creative is fast but predictable and easy to copy.
Creative without decisive is imaginative but stuck in dreaming mode.

But together?

You think boldly and act swiftly—without waiting for perfect clarity.

It’s Steve Jobs launching the iPhone when no one was asking for one.

It’s a startup pivoting to a new business model serving a new niche in 14 days—and nailing it.

How this actually plays out…

• Making fast moves on big ideas— and getting the right people to help you.
  

• Solving expensive problems without waiting for permission or the “right moment”.
  

• Committing to do something new and actually doing it—now.
  

Just remember— creative ideas without decisive action are just expensive daydreams.

Wherever you are stuck in your business right now–

Return On Vision is your north star.

It was just blocked by the clouds of ‘do all the things’.

Take a breather.

The winds of change are not your disruptive enemies.

They are your allies to remove the clouds and reveal your north star.

Return On Vision is your new map— get sailing.

Hope this helps!

Chat soon…

— Sonia