Don’t measure just what you can – measure what you can act on. --Beth Kanter
The fool confuses a single success with perfection. The wise person sees it as merely the doorway to weeks of A/B testing. -- Rob Cottingham
Although the modern fortune cookie was invented only a century ago, and in San Francisco, we tend to associate the messages inside with ancient Oriental wisdom. So, with apologies to Confucius, here are ten measurement fortune cookie messages based on his alleged sayings:
1. Data has its beauty, but not everyone sees it.
2. Study your data, if you would define the future.
3. Communication without actionable data is labor lost.
4. Our greatest glory is not in never failing, but in learning each time we fail.
5. Ignorance is a program without measurement, a program without data or insight.
6. I am not one who was born in the possession of knowledge; I am one who is fond of data, and earnest in seeking it there.
7. To learn from your data, and report both its good and bad news, this is knowledge.
8. The accountable communicator may make small mistakes, but will be entrusted with large programs.
9. They must often change who would always have communications success.
10. One who communicates based on measurement may be compared to the north polar star, which keeps its place although surrounded by infinite complexity.
--Bill Paarlberg is editor of The Measurement Standard blog and newsletter, and of Katie Paine's new book Measure What Matters. The Measurement Standard is a publication of KDPaine & Partners, a company that delivers custom research to measure brand image, public relationships, and engagement.