How would you know it if you tripped over it?

How would you know it if you tripped over it?

It’s the ultimate question about objectives isn’t it?

The mechanism of tripping is interesting, when you get down to it.

First, your foot has to strike something.

That strike doesn’t have to be hard, nor does it have to be completely unrelated to the foot. Shoelaces are common to feet, and as a category are rather ‘foot-like’. They’re also a common reason for tripping.

Second, the object in question must interrupt locomotion in some way.

If you, like me, have excellent spatial awareness, then the most likely thing you’ll trip over is your own big toe. Even in this case, something staggers you, stops your unrelenting, swinging movement, and causes an abrupt flail of limb and sudden awareness of gravity.

Because –

Third, your centre of gravity is interrupted.

When your centre of gravity is shifted, there’s a good chance you’ll go down like a tonne of bricks. Unless you have great reflexes, a strong core, and are adept at shifting your weight mid-movement, it’s likely you’ll gape at the floor, fling your arms around, make some kind of ‘oooggghhhh’ noise, and generally become an unattractive blob.

Fourth, you’ll fall either down or forwards.

Going down is almost impossible to interrupt, but going forwards can give you enough momentum to kick your legs in the air and regain your footing.

Now, if you were to trip over something metaphorically you either hit the deck (go down), or follow your momentum (go forwards).

Relating this metaphor back to measures, then, what we see is that there are two types of situations:

One, in which you are oblivious until you strike a problem.

Another, in which you’re grateful because even though it caused you a hiccup, it got you closer to your target.

Most of the time, when I talk about tripping over an objective or a measure of content, I’m referring to the former:

The kind that wakes you up.

The kind that snaps you out of your reverie.

The kind that causes you to redefine something about your practice.

In a vast number of cases, this is how content measures and objectives are established.

When they’re not picked up as some kind of obvious but largely brainless (i.e. suggestion-driven, such as through a tech platform) performance indicator, they’re tripped over.

The task I’m going to confer upon you today is to maintain enough ‘body awareness’ (following the metaphor) that your measures are intentional.

Wouldn’t that be the best way to be?

If you’re going to measure a thing, then you clearly have an intention to manage the thing.

Which itself means:

  • Rules
  • Accountability
  • Strategic imperative
  • Results/outcome importance

Yada, yada, yada.

So why would you set an open rate (for example) as a measure, when you know that the majority of devices don’t report them any more?

Or why would you set sales as a measure, when you’ve no idea of the total pattern (or pathway) of content consumed along the way to that sale?

Measuring content isn’t about whatever standard measures are sexy right now.

Nor is it about brand awareness, or some other fudgy metric used by marketers to escape scrutiny.

It’s actually about the financial value that it adds to the bottom line of your business.

You can measure it.

You can give it a dollar figure.

You can model it before you commit your hard-earned to that content project.

But you can’t trip over the metric.

This one you have to design with the intention of seeing the financial value added (or drained out of) your business.

This is why I created content mathematics. It’s at the very heart of proving meaningful return on investment.

Because if you’re honest with yourself, you’d understand that this is the only measure that matters.

Happily, you can get your hands on the content mathematics methodology on 7 August.

On that day, I’m making the first Masterclass for the financial year available.

You get:
✅ A full walk through of the method
✅ A set of formulae to keep working with afterwards
✅ A spreadsheet calculator, to take the hassle out of the calculation forevermore (but at least you’ll understand the mechanism underneath it, so you can explain it to others)
✅ A transcript of the walkthrough
✅ The opportunity to discuss with me 1:1 any questions, concerns, or misunderstanding you may have afterwards.

And, if you decide you want access to every masterclass every month, and are willing to put your money where your mouth is, you’ll also gain the benefit of a community of peers who have also been trained.

The fee for reserving your spot is $300 (+GST for Australians).

But if you commit to your monthly development, I’ll reward you by:

🤜 dropping the fee by 50%, AND
🤜 giving you ongoing access to the walkthrough video after the session, AND
🤜 giving you an audio file of the session, so you can listen to it while you’re doing other things, as part of your review process, AND
🤜 opening the door to a private community of peers AND
🤜 giving you ongoing access to yours truly via text.

So the fee becomes $150 per month, with a buttload more value attached.

Honestly, I know which one I’d choose.

So given you’re still reading, I’ll give you some choices.

You can:

  1. Do nothing, and remain a passive sponge. Or:
  2. Reserve a one-off seat for a masterclass, to test the quality of the offer, which you can do by replying to this. Or:
  3. Decide to commit to your development upfront, because you’d like to level up this year, which you can do by replying ‘committed!’ on the post at

Which is it going to be?

Leticia “ain’t nobody tripping over here” Mooney

Leticia Mooney

The Brutal Pixie is Leticia Mooney. Race: Eladrin, Class: Publisher. --- Leticia is Australia's foremost authority on publishing in a business context. She ghostwrites for, and advises, entrepreneurial individuals in the professional services.

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