Impact a board can actually trust

When a board asks for impact, it is easy to hear a request for a bigger number. What boards usually want is something narrower and harder: a number they can defend in a room full of sceptics.

Defensible impact means being clear about what would have happened anyway. Without a credible counterfactual, an impressive figure is just activity dressed up as outcome.

So we are explicit about method before we report a result. What was measured, against what baseline, with what assumptions, and where the honest limits of the claim sit.

A smaller number that survives scrutiny is worth more than a large one that collapses on the first hard question.