Counting What Matters

In management and communication, we quantify and measure ourselves like never before with goal management and performance tracking. Some believe we need to measure everything just because Big Data makes it technologically possible.

But what happens when we standardize work processes, quality, and results? Can all types of managerial and communication tasks be measured? What about tasks that are harder to measure? And what do these measurements mean for creativity, community, and overall resource use?

A classic story from Indochina helps illustrate part of the truth. To address a rising rat problem, a bounty was offered for captured rats. The result? Poor farmers saw the benefit in keeping and breeding rats to 'capture' them and earn the bounty, leading to worse farming and more rats.

This example is simpler than modern organizational goal management but the point is clear: A one-sided focus on quantitative measurement often negatively impacts well-being, creativity, efficiency, and economy. It can push employees to spend time and resources on activities that are measured, like learning plans and case processing times, rather than on what actually matters in a given situation – for the patient, student, or customer. Low-hanging fruits are picked, leaving the difficult but better ones hanging.

Measurements are not just like a thermometer that minimally impacts what it measures. In work life, measurements shape what we see, do, and value. They create a specific type of welfare society and businesses. Here’s a good book on the topic link.

So, what are the alternatives and practical solutions?

First, stop spending time and resources measuring everything. If you’re not lacking clear directions or leadership support for your communication efforts, more data and measurements won’t bring peace.

The answer might be a simple model measuring tactically (focusing on the most important efforts needing evaluation) with clear identification of concrete goals, resource use, and efficiency. The model is simple enough to fit on the back of a napkin:

For example, the principles for the 4-5 efforts that require a particular, sober look – like a new channel, website development, a special event, etc.:

• Goals – expressed in SMART criteria: Specific, Measurable, Achievable, Relevant, and Time-bound.
• Activity Level – concrete output: What we do, how we act, and what our initiatives are.
• Results – the real outcome, i.e., the result of our activity in fulfilling the company's strategic needs.
• Efficiency – results relative to the costs incurred (time, money, etc.).

Pretty simple, right? Concrete goals and effectiveness, essentially a ratio of effect to resources. Clear communication and peace to do the right work.