What’s a story without an outcome? What if Cinderella ended when she ran out at the stroke of midnight? Or Jack never climbed the beanstalk?
In today’s world of thought leadership and storytelling—where we focus on landing impactful narratives and building consistent brands—we are telling an incomplete story for our business if we don’t tie it to purposeful marketing metrics.
Yes, it’s amazing if we create and deliver a truly impactful brand campaign with a story that moves people to act. But if we can’t show this effort impacted the business in a meaningful way: did it even happen?
And how will you get leadership buy-in and budget for the next big idea if you’re unable to demonstrate business value now?