Choosing your metrics, KPIs, etc...

The concept of efficiency — how much one can accomplish per unit of time (or per dollar, etc.) — requires a quantitative numerator as well as a denominator. It requires a metric. Therefore, it tells us nothing about results we cannot quantify or measure. When we gear our society around efficiency, we produce more and more of the measurable, while... See more

There are things that can be measured. There are things that are worth measuring. But what can be measured is not always what is worth measuring; what gets measured may have no relationship to what we really want to know. The costs of measuring may be greater than the benefits. The things that get measured may draw effort away from the things we... See more

We believe that being data-informed comes down to internalizing a set of values. These are simple, few, yet exceedingly powerful:

1. Conviction around a purpose  rather than searching for meaning in numbers


2. Setting verifiable goals  rather than vague aspirations


3. Company-wide familiarity with metrics  rather than outsourcing to “data people”


4. Active

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