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The Relationship Between Metrics And Progress

filed in Brand Strategy, Success

There are many things we can and do measure in our quest for progress. We measure revenue and how many units we sold. We measure footfall and customer conversions. Numbers of followers and how this marketing campaign performed compared to that one. The irony is what looks like progress in the moment does not always lead to long-term results. Progress is often made and sustained by things we can’t or don’t measure.

We don’t measure how the customer felt an hour after she bought the expensive body lotion. We can’t determine the last thought she had before she clicked on the link. We will never know what she hasn’t told us about a bad experience as she leaves the restaurant vowing never to return. We don’t often question how our employees feel at 7 am on Monday morning or the significance of their weary smiles at the end of the week. We forget to question the effect of a toxic organisational culture or unnecessary and unproductive meetings.

On the flipside, we can’t always know the impact our product had on the life of a single customer. We often don’t hear the stories about what happened once the thing we made left the factory or the words that someone needed to hear left our lips. Progress is not always to be found under the spotlight—sometimes it’s hidden in the shadows. We get to choose where we shine the light.

Image by Gina..