People like to save face: “I loosened the lid for you.” ”The audience clapped louder for you because I warmed them up first.” “My plan was perfect and would have worked if it hadn’t rained.”

Marketers are not immune: “The ad campaign generated buzz.” “...hits” “...awareness” “...awards.” ”The Board of Directors liked it.” “It got our name out there.” “It showed that we’re a force to be reckoned with.”

But most of the time, if you ask whether the campaign boosted sales and by how much, expect to be told that it isn’t that simple.

Funny. It was that simple when the original objective was being set.

—Steve Cuno