I have been thinking this week about the value of numbers. A number can seem like a lot when vaguely referenced or presented with no context. “I’ve built $5 million in business!” Ok, but over what period of time? And are you talking about sales or revenues? Not to mention, how?!

Mad Monkey is a group of extremely creative, problem-solving-focused people; but when you drill down to a starting point, usually that creativity grows from a number or set of numbers. Examples include, “80% of our target audience is women in their 50s and 60s.” Or, “when we run  TV spots, telephone calls to our call center increase by 30%. Our goal is to push that number to 50% over 6 months.” The example list, of course, goes on.

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