154: Business numbers can lie

Numbers can be both impressive and deceptive.

For instance:

  • 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.

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