When pressed for a quantifiable ROI on social media, Gary Vaynerchuk equates it to calculating the 'ROI of your mother.' He argues that the most foundational elements of success—like brand equity or instilled confidence—are impossible to measure directly but are responsible for all subsequent results and therefore hold the most value.
Vaynerchuk reflects on his mother's discipline style, which he emulates in his leadership. When a mistake occurs, the goal is not to instill fear through explosive anger. Instead, the focus is on making the team member feel they let down a shared standard, which fosters accountability and a genuine desire to improve rather than simple compliance.
When a CMO relentlessly questioned the ROI of social media, the speaker realized her skepticism wasn't just about data. It was a performance to demonstrate a 'conservative' approach that aligned with her company's culture, positioning herself for a future CEO role. This highlights the need to understand the political motivations behind stakeholder questions.