Chapter 14. Measure it

Tom Peters is credited with first saying “If you can’t measure it, you can’t manage it,” and I believe this to be so true. Imagine a sprint athlete training without a stopwatch, or a top chef not having a thermostat on their oven. You wouldn’t expect a school to award a scholarship without some form of test or examination and certainly no scientist could conceive of publishing a new theory without detailed analysis and measurement of results. And yet, when it comes to marketing, so many companies just don’t bother to measure their results or in many cases, pay lip service to measurement. It’s this which causes a vast amount of money to be wasted everyday. So will you waste yours or are you persuaded that you must have measurements ...

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