David Meerman Scott writes,
"For many executives, an obsession with ROI is just a convenient excuse to shy away from something new and untested. Yet that's exactly what the best ideas for creating a World Wide Rave are--new and untested. If you're obsessed with ROI measurements that worked in an offline world, then you're just making an excuse. If you worry about losing control of your message, then you're making an excuse."
David has just posted his new ebook called Lose Control of your Marketing! David's ebooks are always a treat for me so I'm gonna put everything else aside so I can start reading this!
