“If you dislike change, you’re going to dislike irrelevance even more.” – Eric Shinseki Navigating disruption isn’t easy, especially without effective tracking, measurement and reporting tools in place. “Destination brand” can be defined as the collective sum of shared stories about a destination. Big Data now allows destinations to easily track, measure and report meaningful digital metrics about destination brand, marketing and storytelling efficacy. Having a transparent, honest lens into these digital metrics helps organizations focus on performance-based initiatives and also builds digital skills capacity. Assisting key demand generators to deploy digital operations dashboards is a tactic with measurable results. Zac Gribble is an entrepreneur at heart with several business ventures brought to fruition since graduating from business school in 1996. His current mission as Director of Media Technology with Regional Tourism Organization Four Inc. (‘RTO4′) is to help build an entrepreneurial mindset within the world of destination marketing and management that focuses on experimentation, agility and adaptability. As the tourism industry continues to navigate the massive technological disruption from the web, social media, mobile, wearables and proximity awareness, Zac envisions a brave new world ripe with opportunity for tourism organizations willing to shift towards adaptive KPIs and a culture of innovation.