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It’s Not ROI “vs” ROR… It’s “ROI + ROR” 13 Apr 9:43 AM (4 days ago)

Traditional metrics like Return on Investment (ROI) have long been the gold standard for evaluating the success of projects and strategies. ROI offers a straightforward calculation: it measures the financial gain or loss relative to the investment made, often within a defined time frame. However, as businesses grow and evolve to prioritize not only profitability but also long-term sustainability and relationship-building, a new metric emerges as equally, if not more, critical: Return on Relationships (ROR). ROR transcends the transactional nature of ROI by emphasizing the value of relationships, trust, and emotional connections in achieving sustained success.

Consider two projects, both delivering identical ROI over a fixed period. From a purely financial standpoint, they might appear equivalent. Yet, the qualitative aspects of how those projects were executed can reveal a stark contrast. A project that fosters positive relationships with customers, partners, and stakeholders generates an intangible but powerful “halo effect.” This effect often manifests as enhanced loyalty, word-of-mouth referrals, and goodwill—outcomes that extend far beyond the timeframe measured by ROI. The value of a satisfied customer, for instance, doesn’t end when the financial transaction is complete; it creates a ripple effect that can bring long-term benefits to the business.

Every action creates a Ripple Effect. Start a Ripple… Make a Difference!   

ROR embodies the integration of “investment” with compassion and human connection. It’s the understanding that successful business outcomes are not merely transactional but relational. Businesses that prioritize ROR engage more deeply with their stakeholders, understanding their needs and expectations on a human level. This approach often leads to higher customer satisfaction, stronger employee morale, and more resilient partnerships—all of which are difficult to quantify but undeniably impactful.

Moreover, ROR aligns closely with the broader shift toward purpose-driven business models. Companies that demonstrate genuine care for their stakeholders often cultivate stronger brand loyalty and community support. This approach is particularly relevant in today’s interconnected and socially conscious marketplace, where customers and employees increasingly value authenticity and ethical practices. Especially in the B2B world where the universe of customers and partnerships is finite. 

The “halo effect” of ROR isn’t just a feel-good outcome; it’s a strategic advantage that can differentiate a business in competitive markets. 

While ROI remains, and will always remain, an essential metric for evaluating financial performance, it’s no longer sufficient on its own in a business world where differentiation is key, and most offerings are basically commodities. ROR adds a vital layer of value… and the insight it provides by capturing the enduring impact of relationships and trust. By valuing both the “I” of investment and the compassion that drives meaningful connections “R,” businesses can achieve not only financial success but also long-term resilience and growth.

It’s time for organizations to recognize that in the equation of success, relationships matter just as much as returns. RETURN ON RELATIONSHIP adds more to ROI than meets the eye.  

 

 

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Evergreen Trading Steps Beyond Creating a “Culture” and Nurtures “Employee Community” 5 Apr 4:10 PM (12 days ago)

Creating a positive culture within a company is crucial for employee engagement, productivity, and overall success. But in today’s fast-paced business environment, simply having a good culture is not enough. Companies need to go beyond creating a culture and start nurturing an employee community.

What is an Employee Community?

An employee community is more than just a group of individuals working together towards a common goal. It’s a group of individuals who share a sense of belonging, purpose, and ownership. It’s a group of individuals who support each other, collaborate, and share their knowledge and expertise. By fostering a sense of community within the organization, companies can create a sense of engagement, collaboration, and a more positive work environment.

How Evergreen Trading Nurtures Employee Community

Encourage Employee Participation... Employees are encouraged to share their ideas, opinions, and feedback. By doing so, they feel more invested in the company’s success. This participatory approach fosters a culture of continuous improvement and innovation.

Foster Collaboration… Actively encourage employees to work together and share their knowledge and expertise. This collaborative environment leads to better communication, increased productivity, and a more positive work atmosphere where every team member feels valued and heard.

Provide Opportunities for Employee Growth… Provide numerous opportunities for employees to develop their skills and advance their careers. This commitment to growth ensures a more engaged and motivated workforce, ready to tackle new challenges and contribute to the company’s success.

Recognize and Reward Employees… Acknowledge and reward employees for their hard work and contributions. This recognition not only motivates but also reinforces the value of each team member’s efforts, fostering a strong sense of community and dedication.

Foster a Sense of Belonging… Creating a sense of belonging is essential at Evergreen. Through events, team-building activities, and open communication, they ensure that employees feel like an integral part of the company. This sense of community enhances engagement and promotes a supportive work environment.

The Power of Community in Employee Engagement… By fostering a sense of belonging, purpose, and ownership among employees, companies can create a more engaged, motivated, and productive workforce. They understand that a Network Gives You Reach, but a Community Gives You Power. By building communities that care, collaborate, and support one another, Evergreen drives unparalleled success and ensures that employees are empowered to power the brand.

Evergreen Trading has gone above and beyond in this respect.. in 2020, after 11 years of personal ownership, Evergreen Trading executed a 100% sale of the company, to the employees, through their employee stock ownership plan (ESOP). Evergreen has always been a company that puts our people first, understanding that they are a company’s most important assets.

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Attitude, Perspective, and Mindset: Marketing Team Superpowers 30 Mar 8:25 AM (18 days ago)

Marketing isn’t just about strategies, data, and campaigns—it’s about how you think, adapt, and approach challenges. The best marketing teams don’t just execute; they innovate, pivot, and see opportunities where others see obstacles. The key to success lies in attitude, perspective, and mindset.

Attitude is the energy that drives marketing campaigns. The industry is fast-paced and unpredictable—some campaigns take off, while others miss the mark. Some ideas are immediately embraced, while others face rejection. A positive attitude keeps the momentum going, ensuring that setbacks become stepping stones instead of roadblocks. A strong marketing team doesn’t dwell on an underperforming ad; instead, they ask, “What can we learn? How can we adjust?” Approaching challenges with enthusiasm rather than frustration creates a culture where creativity thrives, resilience is second nature, and tight deadlines become fuel rather than stressors.

Perspective is what allows marketers to see beyond the numbers. Data is crucial, but it’s only valuable when paired with insight. Two teams can look at the same analytics, yet one might see failure while the other recognizes an untapped opportunity. Shifting perspective—whether by stepping into the customer’s shoes or rethinking a messaging angle—separates good marketing from truly impactful marketing. Great marketers don’t just analyze performance; they ask deeper questions: “Are we truly addressing our audience’s needs? Are we positioning our product in the most engaging way? How can we evolve our message to stay relevant?” By adopting multiple viewpoints, marketing teams can refine their strategies, reach the right people, and create meaningful connections.

Mindset, more than anything, determines long-term success. A fixed mindset keeps a marketing team stuck in the cycle of “this is how we’ve always done it,” while a growth mindset pushes the team to constantly evolve. Marketing is never static—algorithms change, consumer behaviors shift, and trends emerge overnight. The best teams don’t resist change; they embrace it. They test new ideas, explore innovative strategies, and remain open to feedback, seeing it as a tool for improvement rather than criticism. A commitment to continuous learning—whether by studying competitors, following industry leaders, or engaging directly with customers—ensures that marketing strategies remain fresh and impactful.

Every campaign, strategy, and piece of content is shaped by the way a team thinks. When a marketing team embraces a positive attitude, sharp perspective, and a growth mindset, they don’t just market—they lead, innovate, and create lasting impact. The next time a challenge arises, ask yourself: Are we seeing the full picture? Are we responding with the right attitude? Are we growing, or just repeating?

Adopting and embracing these three elements won’t just help your marketing team keep up with the competition—it will set you apart, and position you to set the standard.

Attitude, Perspective… Mindset. #NoLetUp!👊🏻

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Be Clear on Expectations, and Make Sure There Is Incentive to Perform 22 Mar 11:21 PM (25 days ago)

There is power in clear expectations and meaningful incentives. One of the most important factors in achieving success—whether at work, in personal projects, or even in relationships—is ensuring clarity in expectations and providing incentives that inspire action. These two elements are game-changers… make them part of your mental clarity and preparation.

Clear expectations eliminate confusion… and act as a roadmap, guiding everyone toward their goals.

SO… be specific, clearly define what needs to be done, by when, and to what standard. Communicate consistently… ensure everyone is on the same page through written instructions or follow-up conversations. Encourage questions… an open dialogue allows for clarity and alignment from the outset.

When everyone knows what success looks like, they can work toward it, quickly, confidently, and efficiently.

Incentives, used wisely, fuel performance… team members are more likely to go the extra mile when they feel their efforts are recognized and rewarded. Align incentives with values… financial rewards, recognition, or opportunities for growth are more meaningful when they resonate with the individual’s goals.

Make it timely… the closer the reward is to the achievement, the stronger its impact. AND be sure to celebrate progress…. acknowledging small wins builds momentum toward larger successes.

Incentives—whether intrinsic or extrinsic—act as a powerful motivator.

When clear expectations and strong incentives come together, the result is a motivated and focused team. Here’s an example… instead of saying, “Improve customer satisfaction,” say, “Achieve a 10% increase in customer satisfaction ratings over the next quarter by addressing service complaints within 24 hours.” Pair it with an incentive like, “Team members who hit the goal will receive a bonus and a feature in the company newsletter.” By being clear and offering a meaningful reward, you not only set the stage for success but also create an environment where people want to excel.

A little self reflection as a leader is critical to success. Ask yourself today… are my expectations clear to others, and what incentives can I offer to drive better performance?

Clarity and motivation go hand in hand—BRING THEM TOGETHER… you will unlock potential in your leadership, and the teams you lead.

This RETURN ON RELATIONSHIP will add more to ROI than meets the eye. 

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Building Trust and Accountability: Evergreen Trading’s Commitment to Excellence 16 Mar 9:04 AM (last month)

In MARKETING, trust is the cornerstone of successful campaigns and long-term brand loyalty. At Evergreen Trading, “A Media Investment Agency Powered By Trade,” they understand that every promise made to clients and partners reflects directly on your brand’s reputation. When they commit to a marketing strategy or campaign timeline, they ensure that every detail is meticulously planned and executed. This is reliability their partners can always count on.

Trust in marketing isn’t just about big promises; it’s in the consistency of delivering on every commitment. Evergreen Trading partners with brands to uphold these standards, ensuring that the brand’s marketing efforts build and maintain the trust that leads to sustained success.

In FINANCE, precision and reliability are non-negotiable. Evergreen recognizes the importance of accountability in every financial transaction and report. When they say your budget will be optimized or your financial targets will be met, they stand by their word with transparent processes and accurate forecasting. Their ironclad promises mean that you can count on them to deliver the financial integrity and results you require.

In PROCUREMENT there is a delicate balance of cost-efficiency, quality, and reliability that can be damaged when a troubled asset enters the mix. Evergreen recognizes that every procurement decision impacts a business’s operational integrity, and they are there to solve problems when they arise.

The Essence of Trust in Business Relationships…

Evergreen believes that trust is the foundation of all successful business relationships. Trust is not a commodity that can be bought or sold; it is earned through consistent, reliable actions, and nurtured over time. Evergreen understands that a brand is defined by what it does, while a reputation is shaped by how those actions are remembered and shared.

* The way I see it, and the reason I have worked with them for 5+ years… Return on Relationship is central to their approach, because… RETURN ON RELATIONSHIP adds more to ROI than meets the eye.*

Trust requires unwavering accountability. Did you make a commitment? Stick to it. Was there a misunderstanding? Straighten it out. Did you deliver what you promised, when and how you said you would? I have observed throughout 5+ years, that Evergreen insures that the answer is always, “Yes!” Your personal and professional relationships depend on it, and so does theirs.

By partnering with Evergreen Trading, you align with a team that values integrity, reliability, transparency, and accountability. Together building a future where trust is the driving force behind every successful marketing campaign, financial decision, and procurement strategy. Remember, “REAL trumps PERFECT… because REAL creates TRUST.”

Join Evergreen in making TRUST the cornerstone of your business strategy. They work hard every day to create a reputation that speaks volumes and a brand that everyone remembers for its integrity and reliability.

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So Much to Do There, and So Little Time… SXSW 10 Mar 1:36 PM (last month)

For me, and for many others, the most successful approach to a conference like SXSW is to allow the event to take on a life of its own once you arrive. Make plans, check the schedule (I personally always spend a great deal of time at the amazing Brand Innovators multi-day Summit at Lamberts), but understand that a great deal can, and will, change once you arrive. And this year did not disappoint with planned events, serendipitous meetings, and simple meet and greets along the way.

BEING FLUID has always been the key for me. The way I describe Sx, is imagine stepping into your Facebook or LinkedIn page… walking around bumping into conversations, product launches, new ideas, and seeing old friends, acquaintances, faces you recognize and making new friends/business-contacts. Their words, comments and images are floating past. That is the way I describe Sx… a real world social platform. So I am always prepared for many serendipitous moments and embrace them… never missing the opportunity to make a great connection, enhance an existing relationship, or simply listen in on a great conversation.

The most important part of anything you will do while at Sx, in my opinion, is FOLLOW-UP. Following-up is what a networking event is all about, and so often overlooked by too many. I mention this many times when MC’ing, Keynoting, and anytime I have the opportunity to hold forth on the top. It’s unbelievable to me how many never bother to follow-up, connect away from the event, or even fail to add who they met via social platforms, and then into their contacts file with notes and remembrances… what a complete and utter waste of time and money.

So I hope you had fun, met, greeted, listened, and learned. But, make sure to be the one who follows-up… “stand out in the crowd by making ongoing personal connection your priority,” jump a big step in front of the rest, and start earning some SXSW Return on Relationship.

Remember… Relationships are like muscle tissue, the more they are engaged, the stronger and more valuable they become. 

 

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