1 min read

The ROI of a Productive Conversation: A Business Case

Seek out these interactions. Aspire to offer them. It’s the secret in the sauce. Engage in this activity at scale and you will likely do something of significant contribution.

30-second read

There are few things that can yield the return of a productive conversation.

The ROI of this activity can be many things:

Inspiration

Passion

Thought-provoking

Creativity

Money making

Energizing

Fun

Challenging

Triggering

Gaining a new perspective

Change

Empathy

Brand building

The list goes on…

You define productive.

Regardless of your definition, two outcomes are likely: connection and progress.

Seek out these interactions. Aspire to offer them. It’s the secret in the sauce.

Engage in this activity at scale and you will likely do something of significant contribution.


Being a fly on the wall to a productive conversation is the next best thing to actually having one yourself. And it’s a close next.

As a result, technology that gives us the ability to easily discover, listen to, have, and share these conversations has unlocked massive scale.

Marketers, I hope you’re understanding the opportunity here.


So you know that this isn’t just some trite, rah-rah bullshit, here’s a real business use case:

We used to have a metric called “productive conversations” at my company. As our salesperson, every week I would report on the number of productive conversations that I had the previous week.

(Yes, we had a criteria for what equaled productive.)

We used this as a way to test if a product conversation—that’s completely detached from selling anything at all—would drive revenue.

Spoiler alert: it does. So that’s all I did.

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