I had the honour to present the keynote at ComImpact 2018 in Zurich. My main message: When we talk about «impact» in communication, the goal is not to find the one cool KPI after a campaign that proves you were right from the beginning. The pursuit of impact is the radical orientation towards getting better. Test, measure, dare. To achieve this, we don’t need a specific tool – we need the right mindset and culture.