Throwing spaghetti against the wall as a marketing tactic is a great way to lose money—but when you think you’re doing something strategic that’s actually throwing spaghetti against the wall and you don’t even know it? That’s the worst! Today we talk about KPIs, Key Performance Indicators, to uncover ways people are accidentally losing time and money, especially when they sweat the small stuff thinking they’re looking at the big picture. KPIs are different than ROI, and even if you’re the type of person (like Elizabeth!) who bristles at corporate jargon, we’re going to get you through it in this conversation and help you start to think creatively about the efforts you’re making to build ongoing relationships that can sustain your small business efforts—or even your work relationships if you’re functioning inside a larger corporate structure.