To make meaningful progress, you need to identify measurements that will clearly show if you’re moving towards or away from your intended target.
Don’t get tempted with measurements that sound impressive but tell you nothing about the progress you’re supposed to be making.
As an example, sales for a business tells you nothing about how profitable it is. It can be good to reference sales if they are growing strongly, but if this growth is unprofitable you’re doing yourself a disservice.
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