There is an estimate that tens of thousands of small businesses are closing their doors without going bankrupt.  Nobody knows how many because there is no record of them in the courts.  One can only guess.  They are uncounted and unmourned.  It is a reminder that data drives the economy and much of what we do.  In marketing and PR, numbers are at the heart of decisions and messages.  If we can’t count, we have a weak communication that will fail more often than it succeeds.  The nation will learn slowly, if at all, how damaging the pandemic has been.  That will come from samples of empty storefronts that will be surveyed eventually by either the government or research entities.  No one will ever know an exact number, and that’s a pity.

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