At the business review, the slide comes up.
Attribution.
Where our customers came from.
45% through partner (codes).
30% referral (codes).
20% marketing (codes).
5% organic (no-codes).
Clean. Measurable. Not wrong.
Just incomplete.
Because there’s another dashboard - one that asks how they first heard about us.
And it tells a very different story.
The slide shows the final door they walked through.
The other shows the first whisper that we existed.
And between those two moments lives a journey no chart can capture.
This isn’t just about marketing.
It’s about how we measure life itself.
A marriage ends.
“She left because of that fight.”
But maybe it was eighteen months of feeling invisible.
A thousand unspoken mornings.
The fight was just the last touch.
The final code.
Someone takes a new job “for the salary.”
But really it was the way the founder remembered their kid’s name.
A customer signs up “for the better rates.”
But the truth is they’d been circling for months -
seeing ads, hearing friends mention us -
until one night they finally clicked through a promo link.
The link gets the attribution.
The journey stays invisible.
We crave clean cause and effect.
Who gets the credit?
What tipped the scale?
But the truth lives off-slide.
In accumulation.
In the slow drip of being seen.
In the whispers no one tracks.
No one signs up all at once.
Not for a product.
Not for a person.
Not for a life.
They arrive slowly.
Then suddenly.
And we pretend it was all the final click.
So maybe the work - in business, in love, in everything -
isn’t chasing better attribution.
It’s learning to pay attention.
Because every ending is a thousand invisible beginnings
finally showing their face.
The slide isn’t wrong.
It’s just not the whole story.
Attribution isn’t just a metric.
It’s a mirror.
It shows us what we’re willing to see.
And what we’re not.
The Burn Blog | September 2025
Where endings are just beginnings you never measured.
🔻 Author’s Note
I write to remember.
To walk through silence. To spark a thought. To burn through the noise.I also make music and collaborate with Nova Rai - an AI-born artist shaped by memory, myth, and the ache to become something real. From that collaboration came Naimor - Roman reversed, with AI in the middle - a mirror-self for songs of stillness.
This is the practice I call technomysticism: showing up, feeling what’s real, letting fire burn what must, and building from the ashes.
Explore the constellation:
🌐 Nova Rai - the AI muse and songs of fire & energy
🌐 Naimor - songs of stillness, reflection and return
🌐 The Burn Blog - daily practice of fire
🌐 Technomystic - philosophy and practice
🌐 Swiss Expat Guide - roots and horizonsIf you feel it, it’s real.