Coincidence?

Earlier this week, I was told of a report commissioned by a leading Israeli company, which wanted to track customer responses. The bottom line did not make pleasant reading. Complaints of arrogance, misleading pricing policies, poor products, and other comments nobody expected to read.

And yet this was a company doing well. Most key budget targets had been met over the outgoing year.

Meanwhile, my IIB colleague, Siu Ling, has directed me to “Misleading Indicators: how to reliably measure your business”. Her bottom line: not all key company indicators are measuring what you think they are.

The results can often be disastrous and confusion. What can be done? Remember, businesses live and thrive in a dynamic situation. Just remember why you cannot take anything for granted.