Caleb is turning 5 next month and we talked about something he used to keep telling me when he was 3. 

Often during dinner at the dining table, he would look up to the roof and then look at me.

Then in a very concerned tone he would say, “Dad, please don’t eat too much. If you grow a lot then you might hit the roof and break it!”

Now when I tell him this story he just laughs it away.

Then, he was just 3 and didn’t know how things worked. 

Now that he is 5, he has obviously matured enough to know that life isn’t linear.

Similarly, when we start off in marketing, most metrics can appear linear. 

We presume that if we get 1,000 web visitors this month, we will surely get 12,000 in a year.

We presume that if we get 100 e-book downloads this month, we will surely get 1,200 in a year.

We presume that if we get 10 customers this month, we will surely get 120 in a year.