Why Measuring Matters

We've all heard the saying "You can't manage what you can't measure" and read the classics like "Measure What Matters" by John Doerr (a personal favorite). The simple reality is that many people don't follow this guidance and "wing it" way too much.

A short analogy for why measuring matters - for over 20+ years I have been using a Weber kettle BBQ for cooking and smoking, and guiding the results by guesswork and experience. Mostly I've had good to great results, but a few notable failures a long the way, especially when experimenting with new charcoal or smoking woods.

After watching a few YouTube videos I added a dual probe temperature gauge for less than $20, allowing measurement over the BBQ temperature and temperature inside the meat. This has led to not just good, but consistently sensational results. I cannot believe how much difference this has made by taking the guesswork out of the process.

The same is true in business - don't just wing it. Find those few simple measurements that guide you to the next level and delivery consistently great results. As an example, most of us have just done a (virtual) Sales Kick-Off. What are the stats on session views - what sessions are most popular, and least popular. What comments and questions were there. What collateral is being downloaded post SKO? Take the data, drill into the measurements, and adjust your collateral plan to meet what sales is seeking and needs to be successful. Make sure you have a monthly dashboard that shows short/medium/long term trending in the results.

Edit: One of our great SEs at FireEye (Damon L) beautifully expanded the analogy: "...You also get to avoid constantly opening the lid to inspect progress messing up the temperature inside the kettle. Analogous to business also, figure out what you're measuring and keep an eye on it from afar, ready to make adjustments if needed. Avoid upsetting the temperature of your teams and halting progress by opening up the project and poking at what's inside. It'll also give you time to take care of some of the smaller things that seem to constantly get de-prioritized, like sweeping the leaves on the patio. "

Lastly, always keep it simple (KISS) and don't become overwhelmed or obsessed with measuring - “If you don’t collect any metrics, you’re flying blind. If you collect and focus on too many, they may be obstructing your field of view.” ― Scott M. Graffius, Agile Scrum: Your Quick Start Guide with Step-by-Step Instructions