As marketers, there are no shortages of ways we can invest ad dollars. In fact, I'm sure you get plenty of pitches in your inbox every day with promises of a "top secret, proprietary algorithm GUARANTEED to 10X your RoAS". So while the allure of shiny objects may occasionally be entertaining (see also: after a "bad month"), one of my favorite exercises to actually generate higher returns is called The Trust-Commitment Axis.