Forecast the ROI
The most reliable way to forecast the future is to try to understand the present.
Six students in a row hurried into Konstantin Gonyshev’s small tattoo parlor one day this month with identical requests to ink a domino, and quick. Days earlier, Domino’s Pizza in Russia had announced a promotion that was supposed to run for two months offering lifelong free pizza to anyone who showed up with the company’s logo in a tattoo. But that morning, Domino’s posted on social media that it was ending the promotion—although those who were being inked right then could still make the midday cutoff.1
“More than a million people ...