Tocquigny - A Measured Approach

Interruption & Acceleration: Ode to the Measured Approach

Posted 05.27.2010 by Sheila Ferguson

We are in the business of interruption and acceleration.
It is our job to interrupt, disrupt, invade.
To have our message rise amid the noise, above the noise, despite the noise.
To say something unexpected, arresting, new.
To have our audience pause, take notice, halt.
To stir, to ponder, to prompt.
To act, react, and act again.
Without hesitation, reluctance, or doubt.
And then return to business as usual.

And because we want to win, we measure.
We define how the game is played, scored, won.
We are interested, intrigued, obsessed. Are we visible, seen, heard? (search engine rankings, impressions, views, ad position, plays, opens, reads)
Did we intrigue, resonate, engage? (clicks, reads, times viewed, time on site, clicks-to-opens, repost, tweets, forwards, return visitors, followers, likes, fans, posts, calls, queries, leads)
Did we hit the mark, the bull’s eye, the mother lode? (purchases, conversions, new customers, referrals)
And most important,
Can we do it again?
Consistently, efficiently, predictably?
Calibrate, innovate, accelerate.
Less waste, less time, less resources.
Faster, cheaper, better, more?
Yes. That’s our business.
To score, to win, to rule.
We love it.

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