Choosing your metrics, KPIs, etc...

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 re... See more

When Steve Jobs set goals, he kept them shockingly simple and didn't include any metrics or benchmarks. Are specific, measurable goals a waste of time?

Human pain is too abstract to be represented in spreadsheets.

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 peo

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