I sat in the clients board meeting, trying hard to play the fly on the wall, listening and absorbing everything but not commenting on what I heard. All through the meeting, I wrote feverishly, filling pages of paper with comments and cues from the board members and staff. And, sure enough, before long, I heard those six magic words: To get our name out there. My colleagues and I often hear this phrase in such fly on the wall sessions. Then we usually see almost everyone in the room nod with approval and, without comment or question, move on to discuss other matters. And, in so doing, they often give validation to activities that offer no real return.