Metrics are the compass. Impact is the destination.

Boards often tell us: “We track metrics, but I still don’t know what they mean.” Dashboards full of reach, clicks, and likes can feel overwhelming, and don’t always reveal real success.

One of our most powerful posts had almost no online engagement, yet within hours, it led directly to a contract. Today, it still sparks new conversations.

The lesson: not all content needs to “rank” socially to create impact. One-size-fits-all metrics can mislead.

True communications success is about knowing:
☑️ What matters for your organisation
☑️ Why you’re measuring it
☑️ How to tell when success has happened
☑️ When an outcome is worth celebrating

For directors, the goal isn’t more data; it’s impact you can see, understand, and stand behind.

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