Our metrics are only maps upon which we build our assumptions and beliefs – the underlying terrain, the real territory of your customers and your business, is far more complex, far more nuanced. Remember that we use metrics because they are abstractions, because they take our complex world that is impossible to understand all at once, and break it into easier-to-understand chunks.

Our metrics are by design not the whole truth. They’re reductive because they must be – because only by reducing a complex concept can we hope to make meaningful decisions. If our metric were the whole truth, if the map were a perfectly accurate representation of the whole territory, it would be perfectly useless.

Measuring our work, and our companies, and our success or lack of success, is absolutely vital to the success of any enterprise in 2016. Choosing the right metrics, and bearing in mind that our metrics only represent one part of the truth, is the hard part.

Simon Ouderkirk → Metrics, Means, and Maps