Metrics That Matter 📊


Hello Reader,

This past spring, my husband and I spent two incredible weeks in Girona, Spain, a Catalan city in northeastern Spain, nestled between the Pyrenees Mountains and the Mediterranean Sea. We absolutely fell in love with the city and can't wait to go back—it was better than everyone said, truly.

One of the places on our must visit list was a cafe called La Fabrica. It, like everything else in Girona, was better than advertised. Since we ate there no fewer than six times during our 14 days in the city, of course I started following them on Instagram.

At one point, one of the owners, posted something in their Stories along these lines, "I know we're doing something right when I looked around and can count suitcases on more than one hand. That's because I know we're people's first or last stop in Girona."

This observation is probably nothing profound to folks in the hospitality industry, but to me it really struck a chord.

You can't track this outcome on a spreadsheet or on a bar chart. No data analyst is going to ask you how many suitcases were in your cafe this month and add it to your projections for the next month. An accountant won't say, "Oh great job, I saw all those suitcases in the cafe last week."

And yet, as a business owner, those suitcases tell an important story of loyalty. They say you're on the right track.

Those are metrics that matter too.

I know, for me, the data points that aren't spreadsheet-able are things such as readers replying to my emails and saying they see themselves in the stories I tell; it's when I hear potential clients use phrases from my marketing; and it's when I can tell someone has implemented my advice when I check out their marketing assets. Those are my metaphorical suitcases tucked under cafe tables in a little city in Spain.

What are your suitcases tucked under tables?

Talk soon,

Sarah

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