We Track Everything, Except What Actually Works…

We Track Everything, Except What Actually Works…

We boast about hundreds of KPIs, but we still can’t prove if a campaign actually changed someone’s mind or behaviour. It’s a $600B industry pretending that a 0.5% click-through rate means ‘success’.

I’ve trained an LLM agent with hundreds of industry documents, thought pieces and studies over the last year or so. I spent some time asking it the other day ‘What’s some uncomfortable truths about our industry that no one dares to say out loud?’.

The results were fascinating. I’m not here to endorse or reject them, but I thought some of the best ones were too good not to share.

Controversial? Absolutely. But the moment we stop challenging the status quo or pretending we’ve got it all figured out, is the day this industry starts its slow fade to irrelevance.