A KPI is only useful if it reflects how the business grows. Many don’t. Companies often choose metrics because they’re convenient to track, not because they drive results.
The consequence is subtle but damaging: once a metric is chosen, teams start optimizing for it. If the KPI is poorly defined, the work shifts in the wrong direction, distorting decisions, misaligning execution, and making progress impossible to read.
In the end, the quality of your KPIs determines the quality of your decisions.
