"Good" is where courage goes to retire. Most marketing ships because it is finished, not because it is brave. The 9 Signals of Disruptive Awe give you a structured way to evaluate whether your work is technically correct or genuinely transformative. Score your next campaign before it launches. If it does not stir the soul, it does not qualify.

If your marketing looks fine, it may already be fading. Here is a CFO-ready framework to evaluate bold initiatives as strategic risk mitigation against commoditization and margin erosion.

Traditional marketing metrics miss emotional impact. Learn how to measure resonance, perception shifts, and long-term brand influence in B2B marketing.