67 Key Performance Indicators (KPIs) for Ecommerce April 16, 2018 bizadmin Performance should inform business decisions, and KPIs should drive actions. Key performance indicators (KPIs) are like milestones on the road to online retail success. Monitoring them will help ecommerce entrepreneurs identify progress toward sales, marketing, and customer service goals. KPIs should be chosen and monitored depending on your unique business goals. Certain KPIs support some goals while they’re irrelevant for others. With the idea that KPIs should differ based on the goal being measured, it’s possible to consider a set of common performance indicators for ecommerce. Table of Contents 1) What is a performance indicator? 2) What is a key performance indicator? 3) Why are key performance indicators important? 4) What is the difference between a SLA and a KPI? 5) Types of key performance indicators 6) 67 key performance indicator examples for ecommerce 7) How do I create a KPI? Here is the definition of key performance indicators, types of key performance indicators, and 67 examples of ecommerce key performance indicators. What is a performance indicator? A performance indicator is a quantifiable measurement or data point used to gauge performance relative to some goal. As an example, some online retailers may have a goal to increase site traffic 50% in the next year. Relative to this goal, a performance indicator might be the number of unique visitors the site receives daily or which traffic sources send visitors (paid advertising, search engine optimization, brand or display advertising, a YouTube video, etc.) What is a key performance indicator? For most goals there could be many performance indicators — often too many — so often people narrow it down to just two or three impactful data points known as key performance indicators. KPIs are those measurements that most accurately and succinctly show whether or not a business in progressing toward its goal. Why are key performance indicators important? KPIs are important just like strategy and goal setting are important. Without KPIs, it’s difficult to gauge progress over time. You’d be making decisions based on gut instinct, personal preference or belief, or other unfounded hypotheses. KPIs tell you more information about your business and your customers, so you can make informed and strategic decisions. But KPIs aren’t important on their own. The real value lies in the actionable insights you take away from analyzing the data. You’ll be able to more accurately devise strategies to drive more online sales, as well as understand where there may problems in your business. Plus, the data related to KPIs can be distributed to the larger team. This can be used to educate your employees and come together for critical problem-solving. What is the difference between a SLA and a KPI? SLA stands for service level agreement, while a KPI is a key performance indicator. A service level agreement in ecommerce establishes the scope for the working relationship between an online retailer and a vendor. For example, you might have a SLA with your manufacturer or digital marketing agency. A KPI, as we know, is a metric or data point related to some business operation. These are often quantifiable, but KPIs may also be qualitative. Types of key performance indicators There are many types of key performance indicators. They may be qualitative, quantitative, predictive of the future, or revealing of the past. KPIs also touch on various business operations. When it comes to ecommerce, KPIs generally fall into one of the following five categories: Sales Marketing Customer service Manufacturing Project management 67 key performance indicator examples for ecommerce Note: The performance indicators listed below are in no way an exhaustive list. There are an almost infinite number of KPIs to consider for your ecommerce business. What are key performance indicators for sales? What are key performance indicators for marketing? What are key performance indicators for customer service? What are key performance indicators for manufacturing? What are key performance indicators for project management? What are key performance indicators for sales? Sales key performance indicators are measures that tell you how your business is doing in terms of conversions and revenue. You can look at sales KPIs related to a specific channel, time period, team, employee, etc. to inform business decisions. Examples of key performance indicators for sales include: Sales: Ecommerce retailers can monitor total sales by the hour, day, week, month, quarter, or year. Average order size: Sometimes called average market basket, the average order size tells you how much a customer typically spends on a single order. Gross profit: Calculate this KPI by subtracting the total cost of goods sold from total sales. Average margin: Average margin, or average profit margin, is a percentage that represents your profit margin over a period of time. Number of transactions: This is the total number of transactions. Use this KPI in conjunction with average order size or total number of site visitors for deeper insights. Conversion rate: The conversion rate, also a percetage, is the rate at which users on your ecommerce site are converting (or buying). This is calculated by dividing the total number of visitors (to a site, page, category, or selection of pages) by the total number of conversions. Shopping cart abandonment rate: The shopping cart abandonment rate tells you how many users are adding products to their shopping cart but not checking out. The lower this number, the better. If your cart abandonment rate is high, there may be too much friction in the checkout process. New customer orders vs. returning customer orders: This metric shows a comparison between new and repeat customers. Many business owners focus only on customer acquisition, but customer retention can also drive loyalty, word of mouth marketing, and higher order values. Cost of goods sold (COGS): COGS tells you how much you’re spending to sell a product. This includes manufacturing, employee wages, and overhead costs. Total available market relative to a retailer’s share of market: Tracking this KPI will tell you how much your business is growing compared to others within your industry. Product affinity: This KPI tells you which products are purchased together. This can and should inform cross-promotion strategies. Product relationship: This is which products are viewed consecutively. Again, use this KPI to formulate effective cross-selling tactics. Inventory levels: This KPI could tell you how much stock is on hand, how long product is sitting, how quickly product is selling, etc. Competitive pricing: It’s important to gauge your success and growth against yourself and against your competitors. Monitor your competitors’ pricing strategies and compare them to your own. Customer lifetime value (CLV): The CLV tells you how much a customer is worth to your business over the course of their relationship with your brand. You want to increase this number over time through strengthening relationships and focusing on customer loyalty. Revenue per visitor (RPV): RPV gives you an average of how much a person spends during a single visit to your site. If this KPI is low, you can view website analytics to see how you can drive more online sales. Churn rate: For an online retailer, the churn rate tells you how quickly customers are leaving your brand or canceling/failing to renew a subscription with your brand. Customer acquisition cost (CAC): CAC tells you how much your company spends on acquiring a new customer. This is measured by looking at your marketing spend and how it breaks down per individual customer. What are key performance indicators for marketing? Key performance indicators for marketing tell you how well you’re doing in relation to your marketing and advertising goals. These also impact your sales KPIs. Marketers use KPIs to understand which products are selling, who’s buying them, how they’re buying them, and why they’re buying them. This can help you market more strategically in the future and inform product development. Examples of key performance indicators for marketing include: Site traffic: Site traffic refers to the total number of visits to your ecommerce site. More site traffic means more users are hitting your store. New visitors vs. returning visitors: New site visitors are first-time visitors to your site. Returning visitors, on the other hand, have been to your site before. While looking at this metric alone won’t reveal much, it can help ecommerce retailers gauge success of digital marketing campaigns. If you’re running a retargeted ad, for example, returning visitors should be higher. Time on site: This KPI tells you how much time visitors are spending on your website. Generally, more time spent means they’ve had deeper engagements with your brand. Usually, you’ll want to see more time spent on blog content and landing pages and less time spent through the checkout process. Bounce rate: The bounce rate tells you how many users exit your site after viewing only one page. If this number is high, you’ll want to investigate why visitors are leaving your site instead of exploring. Pageviews per visit: Pageviews per visit refers to the average number of pages a user will view on your site during each visit. Again, more pages usually means more engagement. However, if it’s taking users too many clicks to find the products they’re looking for, you want to revisit your site design. Average session duration: The average amount of time a person spends on your site during a single visit is called the average session duration. Traffic source: The traffic source KPI tells you where visitors are coming from or how they found your site. This will provide information about which channels are driving the most traffic, such as: organic search, paid ads, or social media. Mobile site traffic: Monitor the total number of users who use mobile devices to access your store and make sure your site is optimized for mobile. Day part monitoring: Looking at when site visitors come can tell you which are peak traffic times. Newsletter subscribers: The number of newsletter subscribers refers to how many users have opted into your email marketing list. If you have more subscribers, you can reach more consumers. However, you’ll also want to look at related data, such as the demographics of your newsletter subscribers, to make sure you’re reaching your target audience. Texting subscribers: Newer to digital marketing than email, ecommerce brands can reach consumers through SMS-based marketing. Texting subscribers refers to the number of customers on your text message contact list. To get started with your own text-based marketing, browse these SMS Shopify apps. Subscriber growth rate: This tells you how quickly your subscriber list is growing. Pairing this KPI with the total number of subscribers will give you good insight into this channel. Email open rate: This KPI tells you the percentage of subscribers that open your email. If you have a low email open rate, you could test new subject lines, or try cleaning your list for inactive or irrelevant subscribers. Email click-through rate (CTR): While the open rate tells you the percentage of subscribers who open the email, the click-through rate tells you the percentage of those who actually clicked on a link after opening. This is arguably more important than the open rate because without clicks, you won’t drive any traffic to your site. Unsubscribes: You can look at both the total number and the rate of unsubscriptions for your email list. Chat sessions initiated: If you have live chat functionality on your ecommerce store, the number of chat sessions initiated tells you how many users engaged with the tool to speak to a virtual aide. Social followers and fans: Whether you’re on Facebook, Instagram, Twitter, Pinterest, or Snapchat (or a combination of a few), the number of followers or fans you have is a useful KPI to gauge customer loyalty and brand awareness. Many of those social media networks also have tools that ecommerce businesses can use to learn more about their social followers. Social media engagement: Social media engagement tells you how actively your followers and fans are interacting with your brand on social media. Clicks: The total number of clicks a link gets. You could measure this KPI almost anywhere: on your website, social media, email, display ads, PPC, etc. Average CTR: The average click-through rate tells you the percentage of users on a page (or asset) who click on a link. Average position: The average position KPI tells you about your site’s search engine optimization (SEO) and paid search performance. This demonstrates where you are on search engine results pages. Most online retailers have the goal of being number one for their targeted keywords. Pay-per-click (PPC) traffic volume: If you’re running PPC campaigns, this tells you how much traffic you’re successfully driving to your site. Blog traffic: You can find this KPI by simply creating a filtered view in your analytics tool. It’s also helpful to compare blog traffic to overall site traffic. Number and quality of product reviews: Product reviews are great for a number of reasons: They provide social proof, they can help with SEO, and they give you valuable feedback for your business. The quantity and content of product reviews are important KPIs to track for your ecommerce business. Banner or display advertising CTRs: The CTRs for your banner and display ads will tell you the percentage of viewers who have clicked on the ad. This KPI will give you insight into your copy, imagery, and offer performance. Affiliate performance rates: If you engage in affiliate marketing, this KPI will help you understand which channels are most successful. What are key performance indicators for customer service? Customer service KPIs tell you how effective your customer service is and if you’re meeting expectations.You might be wondering: what should the KPIs be in our call center, for our email support team, for our social media support team, etc. Measuring and tracking these KPIs will help you ensure you’re providing a positive customer experience. Key performance indicators for customer service include: Customer satisfaction (CSAT) score: The CSAT KPI is typically measured by customer responses to a very common survey question: “How satisfied were you with your experience?” This is usually answered with a numbered scale. Net promoter score (NPS): Your NPS KPI provides insight into your customer relationships and loyalty by telling you how likely customers are to recommend your brand to someone in their network. Hit rate: Calculate your hit rate by taking the total number of sales of a single product and dividing it by the number of customers who have contacted your customer service team about said product. Customer service email count: This is the number of emails your customer support team receives. Customer service phone call count: Rather than email, this is how frequently your customer support team is reached via phone. Customer service chat count: If you have live chat on your ecommerce site, you may have a customer service chat count. First response time: First response time is the average amount of time it takes a customer to receive the first response to their query. Aim low! Average resolution time: This is the amount of time it takes for a customer support issue to be resolved, starting from the point at which the customer reached out about the problem. Active issues: The total number of active issues tells you how many queries are currently in progress. Backlogs: Backlogs are when issues are getting backed up in your system. This could be caused by a number of factors. Concern classification: Beyond the total number of customer support interactions, look at quantitative data around trends to see if you can be proactive and reduce customer support queries. You’ll classify the customer concerns which will help identify trends and your progress in solving issues. Service escalation rate: The service escalation rate KPI tells you how many times a customer has asked a customer service representative to redirect them to a supervisor or other senior employee. You want to keep this number low. What are key performance indicators for manufacturing? Key performance indicators for manufacturing are, predictably, related to your supply chain and production processes. These may tell you where efficiencies and inefficiencies are, as well as help you understand productivity and expenses. Key performance indicators for manufacturing in ecommerce include: Cycle time: The cycle time manufacturing KPI tells you how long it takes to manufacture a single product from start to finish. Monitoring this KPI will give you insight into production efficiency. Overall equipment effectiveness (OEE): The OEE KPI provides ecommerce businesses with insight into how well manufacturing equipment is performing. Overall labor effectiveness (OLE): Just as you’ll want insight into your equipment, the OLE KPI will tell you how productive the staff operating the machines are. Yield: Yield is a straightforward manufacturing KPI. It is the number of products you have manufactured. Consider analyzing the yield variance KPI in manufacturing, too, as that will tell you how much you deviate from your average. First time yield (FTY) and first time through (FTT): FTY, also referred to as first pass yield, is a quality-based KPI. It tells you how wasteful your production processes are. To calculate FTY, divide the number of successfully manufactured units by the total number of units that started the process. Number of non-compliance events or incidents: In manufacturing, there are several sets of regulations, licenses, and policies businesses must comply with. These are typically related to safety, working conditions, and quality. You’ll want to reduce this number to ensure you’re operating within the mandated guidelines. What are key performance indicators for project management? Key performance indicators for project management give you insight into how well your teams are performing and completing specific tasks. Each project or initiative within your ecommerce business has different goals, and must be managed with different processes and workflows. Project management KPIs tell you how well each team is working to achieve their respective goals and how well their processes are working to help them achieve those goals. Key performance indicators for project management include: Hours worked: The total hours worked tells you how much time a team put into a project. Project managers should also assess the variance in estimated vs. actual hours worked to better predict and resource future projects. Budget: The budget indicates how much money you have allocated for the specific project. Project managers and ecommerce business owners will want to make sure that the budget is realistic; if you’re repeatedly over budget, some adjustments to your project planning need to be made. Return on investment (ROI): The ROI KPI for project management tells you how much your efforts earned your business. The higher this number, the better. The ROI accounts for all of your expenses and earnings related to a project. Cost variance: Just as it’s helpful to compare real vs. predicted timing and hours, you should examine the total cost against the predicted cost. This will help you understand where you need to reel it in and where you may want to invest more. Cost performance index (CPI): The CPI for project management, like ROI, tells you how much your resource investment is worth. The CPI is calculated by dividing the earned value by the actual costs. If you come in under one, there’s room for improvement. How do I create a KPI? Selecting your KPIs begins with clearly stating your goals and understanding which areas of business impact those goals. Of course, KPIs for ecommerce can and should differ for each of your goals, whether they’re related to boosting sales, streamlining marketing, or improving customer service. Key performance indicator templates Here are a few key performance indicator templates, with examples of goals and the associated KPIs. GOAL 1: Boost sales 10% in the next quarter. KPI examples: Daily sales. Conversion rate. Site traffic. GOAL 2: Increase conversion rate 2% in the next year. KPI examples: Conversion rate. Shopping cart abandonment rate. Competitive pricing. GOAL 3: Grow site traffic 20% in the next year. KPI examples: Site traffic. Traffic sources. Promotional click-through rates. Social shares. Bounce rates. GOAL 4: Reduce customer service calls by half in the next 6 months. KPI examples: Service call classification. Pages visited immediately before call. There are many performance indicators and the value of those indicators is directly tied to the goal measured. Monitoring which page someone visited before initiating a customer service call makes sense as a KPI for GOAL 4 since it could help identify areas of confusion that, when corrected, would reduce customer service calls. But that same performance indicator would be useless for GOAL 3. Once you have set goals and selected KPIs, monitoring those indicators should become an everyday exercise. Most importantly: Performance should inform business decisions and you should use KPIs to drive actions. By Mark Hayes
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I known as these folks flat-landers simply because they desired to experience architecture in 2D. I guess it had been much better than giving them a call things i wanted to. More information on sfd and bmd for simply supported beam can be found by visiting our website. As difficult because it was, i was receiving targeted results. We’re able to create live renderings quickly, we understood exactly what the building really was likely to seem like and we understood in which the design problems were developing. We even made cash on our architectural charges from time to time. Just how did this issue occur? Because the project got nearer to finishing and the resolution from the detail grew to become finer, Architectural Desktop grew to become harder and finicky. When crunch time came, the subversive flat-landers would explode the work. Once exploded into lines, the less experienced would deconstruct the coordination in order to produce the illusion the project was really finished. Once the inevitable changes arrived, the work CAD data degenerated even more. REVIT ARCHITECTURE Then along came Revit. The program satisfied the commitment of what Architectural Desktop was said to be. Don’t misunderstand me, it had been a large pain to apply however i understood when I possibly could make Architectural Desktop work for us, i then could implement Revit. Management was definitely not always supportive, supplying no training and no setup time to really make it work, however they did provide doubt and critique. A minimum of they compensated for the needed hardware and software. In Architectural Desktop you needed to invent complex systems to handle a task. In Revit it was already taken proper care of. In Architectural Desktop you needed to invent complex CAD standards and program them directly into your system, and then train users and enforce the factors. With Revit, the factors from the box labored for us. It was absolutely amazing. I’m able to enter any office with Revit on the computer and just begin working. Suppose? I can not even start to tell you just how much CAD personalization I’ve done within the last two decades. I do not do anything whatsoever to Revit except to produce families, (their term for parametric block styles) shared parameters and project templates. Architectural desktop is rough, Revit is smooth. Architectural Desktop is fragile and breaks, Revit is powerful and solid. Upgrading Architectural Desktop is really a multi-week process involving breaking all of the a lot of current personalization and rebuilding it after you buy a couple of books, email some gurus, and discover the hidden cache of secret inside info on what’s really happening within the stupid program. It requires not just one but a minimum of three programming languages to create this factor work right. Then obviously you need to re-train you. Upgrading Revit can be achieved over lunch, without any training. I do not even consider the readme file. BUILDING INFORMATION MODELING (BIM) BIM? I truly did not like this acronym. I loved SBM (Single Building Model). It did not appear to match Autodesk’s marketing strategy though. Nobody requested me anyway. Really I have faith that the mounds of knowledge in each and every magazine today and on every site about BIM are mainly crap. Each one of these pros who avoid using Revit say you can perform this, that and another factor. I do not inflict of individuals. I am not really sure what they’re. Possibly we’ll see sometime later on. But here’s where BIM and Revit Architecture rocks. You cannot explode the Revit model. Which means that the geometry will be coordinated. The reference tags and sheet figures can’t be edited individually from the model. These tags aren’t fragile they’re reliable, from the model and the schedules. I am unsure that you can place a Revit project from coordination despite great effort. So much like that, nearly all our drawing problems have left. This is evidence of how intelligent software could make you a much better architect. Yes I stated it Revit can make you a much better architect. At our firm, Revit stopped is the office joke as our efficiency improved. Whenever we needed to bring in help for our architecture department, Revit experience was our main concern. It had been beginning to become focus in our marketing at that time I left. The very first factor that won people’s hearts about our Revit results was that people were solving design problems that people might not have seen previously. Our solutions were valid right right from the start. Inside a design / build office where construction guys are searching over your shoulder, this really is critical. RENDERING Through the design process, you are able to place a video camera and snap a nearly perfect rendering. The rendering abilities are perfect and also material and link suitable for 3DS Max if you opt for it. The simple Mental Ray rendering dialog box produced amazing results fast with no work. Any Revit user are now able to make excellent renderings having a couple of minutes of training. Not just could you have top quality renderings fast, however you may also have plenty of made images inside a project to obviously articulate your design for your client. Revit can make you a much better architect. After I printed the assistance system for Viz Render, the rendering tool in Architectural Desktop, it filled two volumes and was on the 1000 pages, in addition to taking plenty of time for you to master. For more information on etabs tutorials, visit our website today. DESIGN PARADIGM SHIFT Between your smooth 3D interface and rendering stacks of views, architects are in possession of a brand new first. They be capable of easily see every uncovered surface inside a building design – walls, floors, ceilings and roofs – Inside and out. For the very first time we are able to see everything of all time built. Wow, can you begin to see the implications? There’s now no excuse for bad design or design mistakes. Many people have no idea this but nearly all architects and designers really do not know just what the built design may be like. Sure they know and many are way much better than others, but this can be a fundamental problem especially in which the design charges are low and things are in black and white-colored and 2D. Once while designing some ductwork, I produced an MC Escher like sculpture. My boss was amused while he caught it, however that might have been a large problem. Revit can make you a much better architect due to the fact you are becoming immediate feedback in your design. If you begin to see the object as it will likely be, then you will correct and optimize it. It might be absurd to not. You will not have the ability to sleep understanding that flaw is within your design. I believe what flat-landers like is that they look in their 2D black and white-colored drawing and can think perfect and congratulations since it matches their imagination. 3D and color is just too many details for them. Architectural drawing without 3D is much like typing instructions on the computer with no monitor. You most likely got the majority of it right. You are most likely not really able change it out. You may redo it a couple of occasions. Wouldn’t the feedback from the monitor be great? I’ve found it interesting what size contractors are among individuals leading the proceed to BIM due to collision recognition tools and the cash they save in stopping construction errors and identifying design errors. Some contractors are getting their in-house Revit guys model the 2D construction documents the architects issue to trap their design errors. Stick to the money. Should not the architects be leading this? I wish to think that the architects not using Revit just have no idea better. They do not know about its coordination features, rendering abilities, and its detailing tools. They do not know it may completely replace AutoCAD. They might believe that attracting 3D wastes time, instead of saves time. I did not know all of this after i began with Revit and I needed to decipher it by myself. Architects keep listening to how BIM will benefit everyone except them. They may not realize it may benefit them, and contemplate it an encumbrance. Regrettably everyone knows architects which use AutoCAD 14 and will say “whether it was adequate for An Artist to make use of as he designed the pyramids, then it is adequate for me. ” This option are often really fast and perform a very specific kind of work. They’re also very gradually losing share of the market, developing carpal tunnel and eventually they’ll find society will no longer have a necessity for their professional services. Seen worthwhile ink on vellum hands drafting recently? What about press-on letters, pin registration mylar, leroy lettering sets, or ruling pens? CAD really required off when Bob Rental property demonstrated a designer utilizing a system on “This Old House”. The hardware would be a Plastic Graphics workstation costing nearly $80Thousand and wasn’t a practical option at that time, however it produced a notion that resonated using the public. Not embracing CAD was the finish of a lot design firms. An Artist labored in 3D and colored. SKETCHUP Sketchup is becoming very popular lately among architects. These architects are smart enough to understand the need for color and 3D. It’s the work they do flow which i can’t stand. Most firms using Sketchup will also be using AutoCAD. So basically one group utilizes a design with Sketchup, another group utilizes a construction documents with AutoCAD. (More about AutoCAD later. ) Very little if any data reuse between your two groups. Additionally, it appears like it might be tough to model the inside and outside of a building in Sketchup. To obtain photo-realistic renderings in Sketchup, you require an add-on renderer. Still with Sketchup you are giving your customers sketches they are able to connect with, and that is a superb part of the best direction. Can Sketchup do layouts now? REVIT WORKFLOW In Revit you can begin modeling with walls, doorways and home windows or you may use their awesome mass modeling tools, extract volume and area data, and then parametrically attach the walls, floors, roofs, etc. Everything Sketchup can perform, Revit can perform better. In Revit, you get one database and all sketches and schedules emerge from it. You don’t have to draw a random line within the sand and say that’s a design drawing and that’s construction document. Both of them is one, progressing along together in perfect Zen. The truth is, does not the architect keep designing with the construction document phase? Most carry on doing it in to the construction phase. Revit makes it simple to achieve that. This can be a huge chance for profit in line with the efficiency from the Revit workflow versus the Sketchup / AutoCAD workflow. Versatility Among the best options that come with Revit isn’t readily apparent. It’s data versatility. For example In AutoCAD someone can create a door schedule. Presuming he’s a workplace standard, and some door understanding, he blasts this out, done! That schedule doesn’t have link with the work. Later if you erase a door in the plan, it’s still within the schedule. It’s also still around the wall elevation. With sufficient edits with time, the whole door schedule must be rechecked for coordination issues.
Gig on Fiverr March 7, 2018 bizadmin Do check out Write Blog Posts on This Blog, which I have created a gig on Fiverr. The above image was done by me and edited in Photoshop. By chance, I woke up at 4:30 am at the crack of dawn and decided to check emails for anything important. Also checked for blogging micro jobs to complete and found one. This blog will not be to where it is today without your support and constant patronage. I love writing and I guess this is the thing that I do best; instead of cracking my brains over long codes to debug. But I do have an admiration for those hard-core programmers who toil day and night to solve our problems. Well, I guess each to his or her own success and don’t compare. Everyone has their own skill sets and it is up to us to take massive action. Don’t envy others who are more successful or earn more than you. There are others who could barely put bread and butter on the table and there are those who live in the streets with no roofs over their heads. Just be contented of your abilities and be thankful for God’s grace and unmerited favour to bless us tremendously each day. Whatever skills you are lacking, there are always solutions to it and money can buy talent. Just like employing people smarter than you to work in your organisation, instead of feeling threatened. That’s my food for thought.