I once told a CEO that our best enterprise leads for the fiscal year were coming from a high-end industry gala in Marina Bay when, in reality, I had lost the actual tracking sheet in the back of a Grab car earlier. I was , terrified of looking incompetent, and acutely aware that the firm had dropped $18,500 on a single table at that gala.
To tell the truth-that I had no idea where the 14 new prospects had originated-would have felt like an act of professional suicide. So, I looked at the list of new accounts, saw two names that sounded like they might belong to people who enjoyed expensive steak and bad ballroom acoustics, and I attributed the entire spike to that event.
The CEO beamed. He told the board that “face-to-face prestige” was our new North Star. We doubled our sponsorship for the following year, and I spent the subsequent trying to manufacture the success I had already claimed we’d achieved, a prisoner to a fiction I’d written in a moment of panic.
The Attribution Ghost Story
That was my