But I hate numbers!

This article was originally published in Strategic Communication Management, December/January 1999. Melcrum Publishing Limited, London, UK (1999).

It’s ironic. Many of us have chosen communication as our life’s work because we don’t like numbers and math. But now, our bosses seem to expect us to quantify the value of what we’re doing for our organizations. Put numbers on persuasive prose? On creative layouts? On killer Web sites?