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(1). What you tell your boss when he asks how much the company’s made off of that really expensive ad campaign you talked him into running.
“Well, I don’t think it’s right to measure our success in dollar terms, you know? But I can say that we’re gaining traction in our target demos, except for men 18 to 49, women 25 to 55 or children.”
(1). A series of empty promises made to a prospective client, designed to entice them to hire your firm.
“I hear what you’re saying, Al, but we can’t just sell these people a bag of goods and then have them find out we can deliver on about 2% of what we promised! What are we, iPhones?!”