only three places to advertise. Today, though, the advice is hurtful because it’s not possible to track 100 percent of every marketing dollar you spend and correlate each penny to an exact reason why someone bought from you at that precise moment. The problem is only going to get worse, too, because it now takes at least 16 touches before a prospect even knows your business exists . If you need direct ROI on everything you do in marketing in order to justify risking time and treasure on a given campaign, you’ll never have any real success in business because you’ll never get enough traction or enough customers. There are tons of examples about how you can’t track ROI on the money you’re spending for marketing: SEO, influencer posts, customer reviews, blog posts, any post on social media that isn’t an ad (since ads would be tracked directly), most customer service spending, etc. So, you’re spending marketing dollars already, with little to no feedback as to ROI. That said, there are definitely some areas where you do need to track it. What are these areas? Lead generation, for sure. If you’re advertising to generate leads, you need to track direct ROI. If you have a lead and are beginning to work on conversion, the waters get muddier. Not every email will convert. Some are
each You ADERSHIP’ Continued on Page 6 ...
Have You Heard the Good News?
1 Corinthians 10:13 — “No temptation has overtaken you that is not common to man. God is faithful, and he will not let you be tempted beyond your ability, but with the temptation he will also provide the way of escape, that you may be able to endure it.” 2 Corinthians 12:9–10 — “But he said to me, ‘My grace is sufficient for you, for my power is made perfect in weakness.’ Therefore I will boast all the more gladly of my weaknesses, so that the power of Christ may rest upon me. For the sake of Christ, then, I am content with weaknesses, insults, hardships, persecutions, and calamities. For when I am weak, then I am strong.”
“Leadership” does not have a simple answer to how leaders conquer adversity. As Goodwin writes, “There was no single path that four young men of different backgrounds, ability, and temperament followed to the leadership of the country.” Four presidents present four radically different approaches to turbulent times. Anyone looking to think critically about their own leadership style and resolve should put this on their summer reading list.
struggle with depression, Theodore’s loss of his mother and wife in the same day, FDR’s battle with polio, and LBJ’s manic moods before we see their triumphs. That’s the first lesson anyone in a leadership position can take away from Goodwin’s work: Even the greatest leaders are human. Goodwin doesn’t deify her subjects, but rather draws attention to their foibles and personal struggles. It’s these flaws and struggles, the historian argues, that helped prepare each president for the national challenges of their time.
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