Of course, frequently gathering data consumes enormous resources. Leaders often complain that it takes as much effort to measure an influence campaign as it does to deploy the campaign itself. And within this complaint lies the real problem. Leaders assume measurement is completely separate from influence. It isn’t. Measurement is an integral part of the change effort, and done correctly, it informs and drives behavior. Bad Measures Not everyone forgets to take measures and to do so frequently, but people still fail
Measurement = change
