Half your effort is wasted

“Half the money I spend on advertising is wasted; the trouble is I don't know which half."
-John Wanamaker (supposedly)

In this era of tracked digital advertising, it’s easy to fall for the illusion that every dollar we spend, and every hour we put forth growing our business can be measured and optimized. Indeed, many can. But many can’t. 

It is the whole effort which leads to success. A belief you didn’t even know you had influences your business in a way you’ll never know. A happy customer might tell all their friends and family members about you without ever posting about you. Your specific tone of voice might make a sale that your customer couldn’t even point back to in a survey. 

Do what you think is right. Try to track everything you can. But don’t lose the heart of your business along the way. You may not be able to track it, but half of it is working, and you’ll never know why.