Cash Goggles and ROI Rage


Cash Goggles and ROI Rage

Gordon Gekko said “Greed is good” in the movie Wall Street, and too many of us still believe it. Whether it is an overt thirsting for cash, or an underlying subconscious belief that somehow money is equal to success, the endless pursuit for material wealth has a detrimental effect on us, our society, and our world.

“When all you have is a hammer, everything looks like a nail.” [1]
When the world is viewed through Cash Goggles, everything relates to money. Now, don’t get me wrong. I think that the concept of money is a fantastic idea – otherwise we’d still be using the barter system, trying to figure out how many bushels of wheat an iPod is worth. However, the obsession we’ve developed by having a single focus on Return On Investment (ROI) has put virtual shackles on our minds and creativity. There are many, many more worthy goals and measures of success than the almighty dollar. In short: We need more tools in our tool box.

“After all, they are in business to make money…”
I can’t tell you how many time’s I’ve seen this worn-out “gem” pop up in conversations online. Frankly, it’s just an excuse for why companies and individuals do greedy things. If you have ever uttered this phrase, then your Cash Goggles are firmly bolted onto your head. Success in business should not rely solely on ROI. Yes, money is a concern. But by making it a primary reason for your business to exist, you are fostering a mindset that will allow bad choices and greed to take over. What happened to focusing on the craft of a business? Where has true quality gone? Money should be a side-effect of having a quality-driven mindset in business.

The old quote of “Build a Better Mousetrap and They’ll Beat a Path to Your Door” has sadly become “Build a Mediocre Mousetrap, Brand It, Market the Hell out of It, and Wait for the Cash to Roll In!” 

We buy cheap fast food, and are astounded when it is quite literally killing us.
We demand cheap products, but want high-paying jobs… then are shocked at how many jobs are taken by foreigners or sent overseas. We have become an iWant society. Buying for the sake of buying … or to be hip, cool, or cutting edge. “Do I need it?” isn’t asked. “I want it!” is stated instead. It’s a selfish, short-sighted, wasteful mentality, and it is far more dangerous to our continued existence than a host of other media-hyped causes… because it undermines our vision and morals as a society.

… are you suffering from “ROI Rage”?

We frequent services and businesses because they give us a good ROI, but rarely look to see if it’s a company worthy of our support.
This is where capitalism breaks down.
It’s up to us, each and every one, to be more selective of the companies we support, and the products and services we buy.

Obscenely wealthy Wall St brokers, corrupt lobby-bribed politicians, and CEOs with bloated salaries and super-sized severance packages – they thrive because of our actions and our inaction. We create them through our purchases, our voting, and by allowing ourselves to be led like lambs to the slaughter.

Take the time. Make the effort. Look at the world and see it with your own eyes. Do you know why you believe something? Or is it just because it’s what you were told, or how you were raised? Think with your own mind. Decide what is the right thing to do. Then take action to make it a reality.


all content written by Joe J Thomas – online at:


1. Paraphrased from a quote by Abraham Maslow