Conversation Agent - Valeria Maltoni - Money Talks

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Hi Joe:

The strategy can and does (sometimes should) contain an aspirational piece. I equate strategy with ideas, it is only good when implemented. I have one simple rule 90/10/90 -- spend 90% of your budgets on the 10% of your brand promise (and top objectives) that will give you 90% of the profit. Otherwise what kind of business are you running? Love Ode Magazine, BTW.

Hi Valeria,

A few months ago I was reading an article in Ode Magazine ( on geotourism that mentioned we should 'vote with our dollars' to determine what we want to see more of.

This was never truer than in organizations today. It is rarely a budget issue as an ROI issue. The critical strategy piece is getting organizations to equate their strategy with their budget spend. I see many organizations that talk/strategize in one direction while spending freely in areas unrelated to their strategy! Why is this happening? Is the strategy purely aspirational?

(I posted a comment at FC as well. Voting with my 'dollars' - I want you to write in both places!)

Ciao, Joe

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