Alex Aiken

You know, sales and profits are the ultimate, um, and there are many drivers of those, but at least we've got to get beyond measuring the stuff we put out.

Uh, and I like to quote Alex Aiken, the former head of the, uh, UK Government Communications Service, 'cause he says, "We've got to do more than sending out stuff." He calls it SOS.

And what we've been doing for a long time is simply sending out stuff.

What we've got to do is measure the outcomes and the impact.