Due to <this insight> We believe that <this bet> Will result in <this outcome>. We will know that we’re on the right track when <leading behavioral value measures (such as the number of call center calls or app downloads) and lagging behavioral value measures (such as volume sold, market share, customer NPS or carbon emissions)>: Measure 1: quantified and measurable leading or lagging indicator Measure 2: Measure 3:
