Define success before you design.

principle — attributed to Nicola Kastner

If measurement starts after the event is designed, you are measuring activity rather than impact. The outcome the event is meant to produce has to be defined at the front of the process, not at the back, because the definition of success is what determines every design choice that follows.

Governs the earliest strategic phase, before venues, programming, or guest lists are considered.

measurement, planning, objectives, return-on-objectives