Just a thought: you think supporters are like stockholders in a company? You think they want to hear about results more than the steps along the way to results?

For example, I read this from Starbucks Gossip

I’m sure that’s the sort of thing that Starbucks shareholders want to hear. …If you’re going to do something — cut carbon emissions, use solar power, plant trees or whatever — then do something. Quit it with the ‘Oh, we raised awareness.’

This could get tricky because I think we’re in a different “business”. Sometimes we need to ‘raise awareness’ and spend a lot more time there than we used to before we get results. But if supporters, bosses, clients, whomever you report to aren’t excited about ‘awareness’, then how do you balance it?