How to Measure Anything, Douglas Hubbard recommends a good technique for deciding on a given measure: “If you can define the outcome you really want, give examples of it, and identify how those consequences are observable, then you can design measurements that will measure the outcomes that matter. The problem is that, if anything, managers were simply measuring what seemed simplest to measure (i.e., just what they currently knew how to measure), not what mattered most.”6
