Measure What Matters

I’ve gone entirely off the reservation (send help, or biscuits) and decided, in a fit of masochistic curiosity, to crack open Measure What Matters by John Doerr—a business management tome that’s been gathering dust on my shelf longer than most CEOs last in post.

Full disclosure before we all get the wrong idea: I find self-help books about as nourishing as a rice cake made of existential despair. Add “business” or “management” into the mix, and you’re cooking up something so vapid it could qualify as a greenhouse gas.

Audio: NotebookLM podcast of this content.

Measure What Matters reads less like a serious work of business philosophy and more like a self-important infomercial, peddling the sort of common sense you could overhear in a pub toilet after three pints. And, like any decent infomercial, it’s drenched in “inspirational” stories so grandiose you’d think Moses himself was consulting for Google.

Image: Midjourney’s rendering of a possible cover image. Despite the bell protruding from the crier’s head, I went with a ChatGPT Dall-E render instead.

I’m sure Doerr genuinely believes he’s handing down managerial tablets from Mount Sinai, and I’m equally sure he’s eating his own dog food with a knife and fork. But what gets served up here is a steaming dish of selection bias, smothered with a rich gravy of hand-waving nonsense.

What am I getting my knickers in a twist about? What’s this book actually about?

In short: three letters—OKR. That’s Objectives and Key Results, for those of you not fluent in MBA-speak. These mystical artefacts, these sacred runes, are supposed to propel your company from the gutter to the stars. Intel did it. Google did it. Ergo, you too can join the pantheon of tech demi-gods. (Provided, of course, you were already a billion-dollar operation before you started.)

Nobody’s going to argue that having goals is a bad idea. Nobody’s throwing the baby out with the Gantt chart. But goals are nebulous, wishy-washy things. “I want to travel” is a goal. “I will cycle and kayak my way to Edinburgh by the end of the year, preferably without dying in a ditch”—that’s an objective.

Businesses, being the lumbering beasts they are, naturally have goals. Goals for products, customers, market share, quarterly bonuses, and ritualistic victory dances in front of their crushed competitors. Nothing new there.

According to Doerr and the gospel of OKRs, however, the only thing standing between you and unassailable market dominance is the right set of buzzwords stapled to your quarterly reports. Apparently, Intel crushed Motorola not because of innovation, talent, or dumb luck—but because they set better OKRs. (History books, please update yourselves accordingly.)

Video: John Doerr’s 2018 TED Talk on this topic.

But wait, what’s an OKR again? Ah yes: we’ve done Objectives. Now for the Key Results bit. Basically, you slap some numbers on your wish list. If you’ve survived in business longer than a fruit fly, you’ve already met KPIs (Key Performance Indicators)—another Three Letter Acronym, because we live and die by alphabet soup. Key Results are KPIs wearing slightly trendier trainers.

Example: “We will be number one by the third quarter by prospecting a dozen companies and closing three deals by September.” Marvellous. Life-changing. Nobel-worthy. Now go forth and conquer.

Right. Now that I’ve saved you twenty quid and several hours of your life, let’s talk about why this book is still an exercise in masturbatory futility.

First, and most fatally, it’s predicated on selection bias so profound it should come with a health warning. Allow me to paint you a picture. Imagine we’re advising a football league. Every team sets OKRs: target weights, goal tallies, tackles, penalty avoidance—the works. Everyone’s focused. Everyone’s motivated. Everyone’s measuring What Matters™.

Come the end of the season, who wins? One team. Did they win because their OKRs were shinier? Because they ‘wanted it more’? Or, just maybe, did they win because competition is brutal, random, and often unfair?

This is the problem with false meritocracies and the illusion of control. It’s like thanking God for your touchdown while assuming the other team were all godless heathens who deserved to lose. It’s the same nonsense, in a suit and tie.

Will our winning team win next year? Doubtful. Did Intel lose ground later because they forgot how to spell OKR? No. Because the world changes, markets collapse, and sometimes you’re just standing on the wrong bit of deck when the ship goes down.

Then there’s the love affair with plans. In theory, lovely. In practice, arbitrary. You can set as many Objectives as you like, but what counts as a “win”? Is it profit? Market share? Not dying of ennui?

The free market worshippers among us love to preach that governments can’t plan effectively, unlike the rugged gladiators of capitalism. Funny how businesses, in their infinite wisdom, are then urged to behave like microcosmic Soviet Five-Year Planners, drowning in metrics and objectives. Topically, we are living through the charming consequences of governments trying to run themselves like corporations—newsflash: it’s not going splendidly.

In short: companies are not nations, and OKRs are not magic bullets.

What else is wrong with this book?
Well, to start: it’s shallow. It’s smug. It peddles survivorship bias with the zeal of a televangelist. It confuses correlation with causation like an over-eager undergraduate. And most damning of all, it sells you the fantasy that success is just a matter of writing smarter lists, as if strategy, luck, market forces, and human frailty were irrelevant footnotes.

Measure What Matters doesn’t measure anything except the reader’s patience—and mine ran out somewhere around chapter five.

Is Progress a Zero-Sum Game?

I won’t resolve this here, but I’ve been thinking that Progress™ is a negative-sum game. Perhaps it’s zero-sum, but it’s almost definitely not the positive-sum game they purport it to be. Thinking about this, I am considering the indigenous culture having imposed upon it the culture of process. Almost immediately, we can measure their level on a common scale. Like a video game, they begin at level one. But would they have been better off not to have started the game?

In our relentless pursuit of Progress™, we often herald each technological breakthrough and economic milestone as a step forward for humanity. Yet, beneath the surface of these celebrated advancements lies a more contentious reality—one where the gains of progress are not universally shared and may, in fact, come at a significant cost to others and the planet. But what if this so-called progress is, at its core, an illusion, a zero-sum game cleverly masqueraded as a universal good?

The Subjectivity of Progress

Consider the conventional definitions of progress: a forward or onward movement towards a destination, or development towards an improved or more advanced condition. At first glance, these definitions seem straightforward, suggesting a linear, universally beneficial trajectory. However, this perspective fails to account for the inherent subjectivity of what constitutes “improvement” or “advancement.” What we often celebrate as progress is, in reality, aligned with specific interests and values, frequently at the expense of alternative perspectives and ways of life.

Take, for example, the imposition of industrialised progress on indigenous cultures. To the architects of Progress™, the introduction of modern infrastructure and technology to these communities is a clear marker of advancement. Yet, from the perspective of those communities, this so-called progress can signal the erosion of cultural identity, autonomy, and a harmonious relationship with the environment. Is it truly progress if it diminishes the richness of human diversity and ecological balance?

The Illusion of Linear Progress

The analogy of the expanding universe offers a poignant critique of our linear conception of progress. If I journey from Earth to Mars, I have moved forward in a physical sense, but have I progressed? And if progress is measured by the mere act of movement or change, then how do we reconcile the destructive spread of a disease or the displacement of a community for urban development with our ideals of progress?

This perspective echoes the sentiments of thinkers from Rousseau to Thoreau, who questioned the very notion of progress as a benevolent force. History, often penned by the victors, may paint a picture of continual advancement, but this narrative obscures the losses and regressions that accompany so-called progress.

Redefining Progress

If progress in its current form is a zero-sum game, with winners and losers dictated by narrow definitions and interests, then it’s time we reconsider what true progress means. Perhaps it’s not about the relentless pursuit of growth and innovation but about fostering well-being, sustainability, and equity. This requires us to expand our definition of progress to include the health of our planet, the preservation of cultural diversity, and the well-being of all its inhabitants.

Conclusion: Beyond the Illusion

The assertion that “there is no progress; there just is. We just are,” invites us to transcend the binary of progress and regress, to embrace a more holistic understanding of our place in the world. It challenges us to find balance in being, to recognise that the pursuit of progress at any cost can lead us away from the very essence of what it means to be human and to live in harmony with the natural world.

As we navigate the complexities of the 21st century, let us critically examine the paths we label as progress, mindful of who sets the course and who bears the cost. In redefining progress, we have the opportunity to chart a course that is inclusive, sustainable, and truly forward-moving—for all.

Your Morals

I was commenting elsewhere on morals and was directed to Jonathan Haidt and his work. Notably, the questionnaire at YourMorals.org, where you can get your own assessment and contribute data points to the body of work.

Full disclosure: I am not a fan of this type of survey, as I’ve mentioned previously. Still, I made an attempt. Better still, I’ve copied the questions to critique. There are 36 all tolled. Perhaps, I’ll respond to a dozen at a time. The next dozen responses are here. Generally speaking, they present each question and provide a Likert scale as follows:

  1. Does not describe me at all
  2. Slightly describes me
  3. Moderately describes me
  4. Describes me fairly well
  5. Describes me extremely well

Standard fare. It starts off bad:

1. Caring for people who have suffered is an important virtue.

Why include an abstract concept like virtue? I don’t ascribe to the notion of virtue, so it’s an empty set. Given that, my response would be a 1. If I ignore the offensive nomenclature and assume it translates idiomatically into ‘beneficial for some target society’, then I still have to question what is meant by suffering, and how far does caring extend. Is it enough to feel bad about the homeless person, or does one have to care enough to provide sustenance and shelter? Talk is cheap.

2. The effort a worker puts into a job ought to be reflected in the size of a raise they receive.

This is fraught with all sorts of problems. In fact, it’s a reason why I consider myself to be a Postmodern. The inherent metanarrative is that societies are effectively money-based. I don’t happen to believe that, so I am again faced with responding to an empty set. Even if I attempt to abstract the ‘raise’ aspect to mean that effort represents input and output is a direct and (perhaps) proportional function, I am still left to wrestle with how this effort is measured and what could have been achieved had the others not been present.

Using a sports analogy—always a dangerous domain for me to play in—, what if LeBron James was to play an opposing team by himself? He needs the other team members. Of course, his teammates are compensated, too. But in his case, his salary is not only based on his athletic talent but on his celebrity power—rent in economic parlance. Perhaps LeBron makes a lot of baskets, but without the assists, he’d have fewer. And because he is the go-to guy, some other teammates might be sacrificing baskets as part of their winning strategy.

Finally, how do you measure the effort of an accountant, a janitor, and an executive? The question is fundamentally bollox.

3. I think people who are more hard-working should end up with more money.

On a related note, I can abbreviate my commentary here. Again, what is harder? Are we asking if construction workers should earn more than CEOs? More bollox.

4. Everyone should feel proud when a person in their community wins in an international competition.

Yet, again, an empty set and a sort of mixed metaphor. I don’t agree with the notion of identity and even less at scale—states, countries, and nationalities. Putting that aside, why should I derive pride (that cometh before the fall) because someone succeeds at some event anywhere? It’s facile. If the question was focused on whether I would be happy for that person, the answer might shift up the scale, but where would I have derived pride for that person’s achievements?

5. I think it is important for societies to cherish their traditional values.

First off, why? What values? Not to beat a dead horse, but what if my tradition is slavery? Should I cherish that? This is really asking should I cherish the traditions of my society. Clearly, it’s not asking if other societies should enjoy the privilege of cherishing theirs? From the standard Western vantage, many want to cherish their own, but not Eastern values of eating dogs or Middle Eastern values of burqaed women and turbans. Is this asking should the world subscribe to my society’s values? I’m not sure.

6. I feel that most traditions serve a valuable function in keeping society orderly

Speaking of tradition… We are not only dealing with the vague notion of tradition, we are discussing another vague concept, order, and elevating order over (presumably) disorder. Order connotes a status quo. And why is the superlative most present? Has someone inventoried traditions? I believe I am supposed to translate this as ‘I feel that the traditions I am familiar with and agree with help to create a society that I am content with’. Again, this betrays the privileged perspective of the observers. Perhaps those disenfranchised would prefer traditions like Capitalism and private property to be relics of the past–or traditions of two-party rule, partisan high court judges, or money-influenced politics, or politicians serving themselves and their donors over the people or Christmas.

7. We all need to learn from our elders

Learn what exactly from our elders? Which elders? The bloke down the block? That elderly Christian woman at the grocery mart? The cat who fought in some illegal and immoral war? The dude who hordes houses, cars, and cash at the expense of the rest of society? Or the guy who tried to blow up Parliament. I believe this is asking should we learn how to remain in place as taught by the privileged wishing to maintain their places.

8. Everyone should try to comfort people who are going through something hard

Define hard, and define comfort? This harkens back to the first question. Enough said. As far as lying is concerned, we should by now all be familiar with the adage trying is lying. Or as Yoda would restate it, do or do not, there is no try.

9. I think the human body should be treated like a temple, housing something sacred within

Obviously, this one is total rubbish. Here, I don’t have a structure that makes it difficult to answer. I may have sprained my eye rolling it, though. This said, what is a temple treated like?

10. I get upset when some people have a lot more money than others in my country

This one is interesting. Whilst I don’t believe that countries or money should exist. In practice, they do. So on its face, I can say that I get upset when we are thrown into a bordered region and told we need to exchange paper, metal, plastic, and bits for goods and services–that some people have more and others have less primarily through chance.

11. I feel good when I see cheaters get caught and punished

Which cheaters? Cheating requires perspective and a cultural code. It can privilege the individualist over the communalist. This reminds me of the cultures that are more interested in ensuring that all of their members finish a contest than having any one win.

Academically, it is considered to be cheating to work together on an exam because the individual is being tested. Of course, the exam is on certain content rather than on the contribution of the human being.

Again, the question feels targeted at cheaters getting caught circumventing something we value. If someone cheats becoming assimilated into some military-industrial society, I will encourage and support them. If they get caught and punished, my ire would more likely be directed toward the power structure that created the need to cheat.

12. When people work together toward a common goal, they should share the rewards equally, even if some worked harder on it

I’ll end this segment here on another question of meritocracy. I think it’s fair to judge the authors as defenders of meritocracy, though I could be wrong. This feels very similar to some other questions already addressed. The extension here is about sharing the rewards, whatever that means. Are we baking a cake? Did we build a house for a new couple? Did we plant trees in a public park? Did we clean up litter on a parkway? Did we volunteer to feed the homeless? And what was the work? Again, how are we measuring disparate work? Did the chicken farmer work harder than the cow farmer? Did the carpenter work harder than the organiser?

If the remainder of these questions is different enough, I’ll comment on them as well. Meantime, at least know you know more why I have little faith in the field of morals. This does nothing to change my opinion that morals are nothing more than emotional reactions and subsequent prescriptions. I don’t mean to diminish emotions, and perhaps that might be a good central pillar to a vibrant society. I’ll need more convincing.