Reach

How many people the work could touch. Easy to buy and easy to overrate: reach without resonance is only noise at scale.

Reach counts doors knocked, not conversations had. It is the easiest number to buy and the most flattering to report, which is exactly why it needs suspicion. A million impressions of an unremarkable message rounds to zero; the arithmetic of attention is multiplicative, and resonance is the other factor.

The honest sequencing is message first, audience second, reach last. Prove the story lands with a hundred of the right people before renting a stadium for it. Scale amplifies whatever exists, including emptiness.