Count What's Important

In today’s world, we measure everything from inches of
rainfall to return on investment.

Politicians, teachers, civil servants, football coaches
and CEOs are accountable as never before.

Admen have also fallen into line and as marketers we
pride ourselves on counting everything from Facebook
likes to ROI.

Long gone are the days when merchants like John
Wanamaker were able to claim: “Half the money I spend
on advertising is wasted, the trouble is I don’t know
which half.”

Measurement can, however, become an obsession – a
straightjacket that stifles creativity.

When measurement stands in the way of a great creative
idea, think on the words of Albert Einstein…

Not everything that counts can be counted and not
everything that can be counted counts!