Make the last thing the first thing

As a marketer I spend 99% of my time creating, 1% or less measuring. Why is that? What if we began with the end in mind. Would we be more effective if we spent more time measuring than creating? Sure, creating the medium, the campaign is more involved than measuring, after all measuring is just looking at numbers… but is it? Would our creative be as intensive if we knew what really worked? What if we refused to discuss creative with our clients and constituents until we settled on measurement. Fear of failure, maybe that’s why we don’t measure. Can you know what works if you know what doesn’t?

How often is the last thing your first thing?

Recommended reading: What Sticks