Definition: A measurement of something before making changes.
Also referenced as: Goal (noun) Baselines (noun)
Related to: Data, Flag, Goal, Improvement, Measure, Purpose, Reflection
Chapter 5: Measure the Distance | Page 108
Your intent shows you what you want to become when you’re all grown up. But intent alone won’t get things done.
Breaking your intent into specific goals helps you to figure out where to invest your time and energy, and how to measure your progress along the way.
A goal is something specific that you want to do. A well-defined goal has the following elements:
Chapter 5: Measure the Distance | Page 115
The first step in understanding how something is performing is to measure it as it is.
A baseline is the measurement of something before changing it. Without baselines, assumptions will likely lead us in the wrong direction.
Here are two examples:
When we have a baseline, we can judge performance. Without that, we may mistake the ad as successful and the teachers as incapable.
Chapter 5: Measure the Distance | Page 117
Some things are best measured moment to moment. Others are best measured over weeks, months, years, or even decades.
The right rhythm depends on your context and your intent. When you’re choosing a rhythm, think about the ways you collect data, how specific it needs to be, and how complex it is.
Consider these factors:
Chapter 5: Measure the Distance | Page 118
What is good for one person can be profoundly bad for another, even if their goal is roughly the same. We each live within a unique set of contradictions and experiences that shape how we see the world.
Remember that there’s no right or wrong way to do something. Words like right and wrong are subjective.
The important part is being honest about what you intend to accomplish within the complicated reality of your life. Your intent may differ from other people; you may perceive things differently.
You may be dealing with an indicator that’s surprisingly difficult to measure, a data source that’s grossly unreliable, or a perceptual baseline that’s impossible to back up with data.
But as fuzzy as your lens can seem, setting goals with incomplete data is still a good way to determine if you’re moving in the right direction.
Uncertainty comes up in almost every project. But you can only learn from those moments if you don’t give up. Stick with the tasks that help you clarify and measure the distance ahead.
Chapter 5: Measure the Distance | Page 119
Jim owns a retail store. His profits and traffic have been declining for the last few years. His employees are convinced that, to save the business, the company website needs to let people buy things online. But all Jim sees is more complications, more people to manage, and more expenses. He thinks, “If we sell on the website, we have to take photos, and pack and ship each order. Who will do that?”
With rent going up and profits going down, Jim isn’t sure if changing the website will save his business. He doesn’t know the distance he needs to travel to get to his goal. He wonders, “Will improving my website even help? Or will it just make things worse?”
To think through this decision, Jim:
If Jim’s goal is to increase in-store traffic and reduce expenses, an online store probably doesn’t make as much sense as other things he could do.
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Think about what you’re trying to accomplish.
Chapter 6: Play with Structure | Page 143
Joan is the social media coordinator for an airline that recently merged with another airline. Overnight, her team became responsible for twice as much work as before. She’s also now responsible for managing twice as many people.
As the details of the merger iron out, duplicative channels have to be dealt with. For example, they now have two Twitter accounts and two help directories on two different websites. To tie everything together, Joan:
Chapter 7: Prepare to Adjust | Page 160