What Is Return on Intent?

Return on Intent is what you get back from an investment when you pair it with a deliberate plan and the effort to work it.

ROI used to mean Return on Investment. That's what you're thinking about when you write the check for a new machine. Return on Intent says the check is only half of it. The other half is the plan and the effort. Both halves matter.

You may have one: a machine sitting in the corner, barely used. The owner saw the opportunity. That part was right. What was missing was a plan for who would buy what it produces, who would sell orders to it, and how customers would even know the shop could do the work.

Return on Intent applies to everything in your business that needs a positive outcome: new equipment, a new salesperson or marketing hire, your website, even a trade show booth.

What does Return on Intent ask before you buy?

1. What specific work will we sell to this?
2. Who are we selling it to?
3. How many pieces a week does it need to pay for itself?
4. Who is responsible for selling it?

If you can't answer those 4 questions, you aren't making an investment. You're making a hopeful purchase.

What's sitting in your shop right now, waiting for a plan?