The #1 metric to gauge your storytelling results. (Not what you think it is.)

I recently had a conversation with someone who asked me how I measure the results of my client work.

His question went something like this: “how do you measure the results of a storytelling project when there are so many things that might influence a project’s sales, reach, or other success factors that are beyond your control as the storyteller?”

It's a good question. If it's business oriented, a storytelling project is often part of a larger ecosystem of things like marketing and communications. And though there are many moving parts, I can (and often do) help my clients use their storytelling efforts to achieve particular,  measurable goals (like sales). 

But there's a bigger, overarching method I use to evaluate success. 

You can use this method to make sure your own work is on track, that you're spending your time on the right kinds of things, and that you're working in a meaningful way. 

To do it, simply ask yourself one question...

Are we proud of it? 

If we’ve succeeded, then both my client and I are really, really proud of what we did (and how we did it.)

It’s not a boastful sort of pride, but the kind of pride you feel when you know you’ve done work that matters — work that deeply reflects what you really want to share with the world. Work that stretched you to do your best, better than you thought you could do. Work that you’re proud to put on your shelf, or sign your name to, or say “I was a part of that”.

Pride might seem like a nebulous metric, but when we’ve done work that matters, when we both have that feeling in our guts we know. It’s there, without a doubt. 

When we’ve done something great — something important, something meaningful, something with heart — then we both feel it. And it feels really, really good.

Of course, that doesn’t mean we toss out all other metrics. But deep-seated, know-it-in-your-gut, brings-tears-to-your-eyes, fulfilling pride matters too. If what you write or say isn’t something you and your teammates or colleagues or company can be really proud of, what’s the point? 

Storytelling for me is about sharing ideas, knowledge, experiences, or perspectives with others in a way that leads to something better. Good storytelling hinges on truth, meaning, and connection. It's a way to bring more of ourselves into the world, and engage with others at a deeper level. That’s why it’s so effective at growing an audience, community, and brand following, and such a powerful way to educate, inspire, and ignite change.

So when I take on a project with a client, what I want most of all is for both of us to feel extremely proud of what we did, and how we did it. Done right, this approach can align very well with other metrics (the kind that can be captured in a spreadsheet.)

Whether you’re working on a story big or small, you can use this metric too.

Think of it this way…

This year, what if you put aside the stories that, if you’re really honest with yourself, don’t matter so much. Instead, what if you pursued the ones that have the potential for real pride—that deep down feeling you get when you know you’ve made your own unique and important contribution to the world.

That’s why I’m in business. To help you do work and tell stories that you are proud of. Because you believe in those stories. And I believe too.