As 2021 starts to wind down, many eCommerce marketing leaders are already counting their spoils from what was likely a successful Black Friday / Cyber Monday weekend. Early reports indicated that 2021’s Black Friday numbers would break 2020’s Black Friday sales records for many merchants, inventory issues or not.

With Q4 roaring to a strong finish, many entrepreneurs and CXOs are considering where to deploy their spoils. Judging from my Twitter feed, many will invest in Crypto, NFTs, and self-care. Others enjoy playing the stock market. But for those of us in a position to control our own financial destinies, there’s a less sexier, but potentially far more rewarding option:

Best Investment in 2022: Betting On Yourself.

2022 is hardly the time to take our collective feet off the gas as business leaders. And sure, there’s something to be said for “de-risking” into other entities besides your own. But are we really going to put that much weight into the “don’t put all your eggs in one basket” mantra? That approach originated from the same mindset that would have (and probably did) discourage us from leaving the safety of a 9-5 job to launch your now prospering businesses.

Now’s the time to redeploy profits back into your business. That might be investing in new talent, continuing to invest in your current team (I hate to break it to you, but employee retention isn’t getting any easier next year), launching new marketing channels, or getting that additional service or product up off the ground. If you’re not already laying out your 2022 goals and calculating what it will take to exceed them, you’re likely behind your competition.

If you need help sorting out the best path forward, I’d love to connect with you one-on-one. I love this stuff. These are the types of conversations our team at Fidelitas is having with our clients every week right now as we map out our strategies for the next year. And without going into detail, I can assure you we’re following my own advice over at Fidelitas. 2021 was a banner year for us, and we’re just getting started.

However you decide to charge forward into 2022, just remember that the best investment in 2022 is to bet on yourself.