Reflections

You get what you measure.

If cost is fixed and you measure speed, you'll get speed, but not quality. If cost is fixed and you measure quality, you'll get quality, but not speed. If you measure page views or ad impressions, your company may become a clickbait factory. If you measure messages sent within your app, your app might begin boosting outrageous content that makes people argue all the time. (Yes, I'm talking about social media.) If you're a bank and you measure account openings, your employees just might commit fraud to “get those numbers up.”

Incentives rule the world. If you decide to incentivize something by making a measurement a goal, be sure you understand the unintended consequences. Better yet, don't make a measurement a goal at all. As they say, “when a measure becomes a target, it ceases to be a good measure.” In other words, when a metric becomes a goal, people will inevitably game the system, and you might be surprised by what they do to “win.”

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