I’m all for measurements. I believe that if you can’t measure it, you cannot manage it. If you cannot manage it, then you can’t use it to your advantage.

However, there is a limit to this belief.

My belief in measurement is tempered by my other belief that just because you can measure it doesn’t mean you should measure it.

A lot of my clients are now measurement converts: they now are believers in measurements. However, some of them have not learned the other dictum — they are collecting metrics and numbers and measures for the sake of collecting metrics and numbers and measures.

Oh well.

I guess that is the next phase in the challenge: To get clients to understand that measurement needs to have a meaningful purpose. Otherwise, it’s just a number that doesn’t mean anything.