Do you think about your ROI a lot? Say, if you put $2.25 in you need to see $3.50 back and so on? I think it’s time to change the way you look at it.

This certainly isn’t the first post written about this, and I didn’t think of it myself, but I had a conversation today that made me think about it and I’ve realized it’s a way of putting what I feel is a wonderful way of living and doing business into words. It’s all about the return on experience.

That sandwich you had for lunch may have cost $10, but think about the experience as well as the food. Did you enjoy speaking to the proprieter of the small business you bought it from? Did you get satisfaction knowing you were eating locally sourced ingredients and supporting your local farmers? Did you run into a neighbour on the way to get your sandwich and enjoy a quick chat? These things are all part of the experience. Suddenly, that $10 seems like a great price compared to a fast food environment, where your food may be a dollar or two cheaper but it won’t make you feel good physically or mentally. It won’t be an authentic experience. It doesn’t build community.

I’ve thought about this for a while and it’s one of the reasons I left Toronto for a simpler life in the country. I want to enjoy my life. I want everything to be an experience  yes, even that quick sandwich for lunch.

I believe businesses should start thinking less about ROI and more about ROE. Think about what kind of experience you can give your customer. It’s what we’re looking for. Give me a great experience and I’ll sing your praises far and wide. That’s the kind of return money can’t buy and, if you’re genuine about it, the ROI will follow naturally. Add value to someone’s life and your business will reap the benefits.