We don’t like ROI

We don’t like ROI (return on investment) because solutions creatives bring businesses might not necessarily always have a positive business impact but it can also avoid a negative business impact. Its not JUST about whether people love the solution, it's also about considering the damaging effects by asking "what if people hate the solution?".

You are given the symptoms, i.e. they need a new logo because their old logo is ugly. Many will do exactly what is asked of them. Don’t. Figure out the cause for the symptom, i.e. diagnose instead of prescribing. Then provide a solution which surfaces deeper meaning to their business. Give them a new logo (if relevant to the problem you solving for) and create NEW business value.

The impact is so much more than a linear ROI view.