Numbers can be both impressive and deceptive.
- Ten thousand followers: But are they engaged? A hundred loyal advocates beat droves of lukewarm followers.
- Ten million in revenue: But is it profitable? Twitter was $167 million in the red last year. One million and profitable beats ten million and sinking.
- Ten new leads: But have they the intent to buy? Many lead generation firms bring empty numbers: ten with intent beats 100 cold leads.
- Ten new reviews: But are they positive? Customers tend to trust the neutral/negative ones more. One glowing review beats ten weak ones.
Knowing what we’re measuring allows us to see through the numbers and find what truly matters.