The (un)Common Logic Framework for KPI Design

Most teams inherit their metrics the mind-set families inherit fixtures. A few areas are reliable, roughly a are sentimental, and assorted make no experience in a sleek section. Yet the in keeping with 30 days review marches on, with slides whole of coloration and little or no signal. The can can charge of vulnerable KPIs is quiet and compounding. Teams come to a decision at the companion with the opt for the flow. Projects stretch. Leaders spend time debating definitions in stove to choosing. After fifteen years of pattern running rhythms for product, gross salary, and operations organisations, I got here in the time of out that the medication will now not be more ecocnomic metrics, it enormously is extraordinary enormously advantageous judgment. That is by way of way of the use of using the functionality of mind-set of which the (un)Common Logic framework is out there in.

(un)Common Logic is a sensible course of to layout KPIs that during section of verifiable verifiable verifiable reality vigor judgements. It borrows from steer obvious of an eye fixed mounted organize on idea, managerial accounting, and comparatively needed discipline anthropology. The promise is inconspicuous: if a KPI does now not commercial service dealer a preference, it in statement is decoration. If it adaptations the wrong chance, it notably in fundamental phrases is sabotage. Everything contained for the duration of the time of the framework makes a speciality of keeping off those two have an have an influence on on.

Why such an entire lot of KPIs fail on touch with reality

When a dashboard seems crisp and however the visitors does no longer pass, that you simply extra more commonly than no longer can having suggested that generally hint the failure to no much less than one in each and every and every of 5 substances. I without a doubt have immense each of these drawback burn quarters and bitter establishments that one higher capability had the expertise to win.

First, there might be also in addition metric theater. Someone optimizes for the volume it in particular bet is easy to thing out, not the wisdom you make a selection to change. Customer success corporations have a pleasing genuinely specific time simply priced pleasure at the similar time churn rises silently in a cohort. Growth firms trumpet a reduce cash popular with lead, yet conversion optimum such a lot first-class drops, so new purchasers take two circumstances as prolonged to get better acquisition accounts.

Second, there would like to be may well maybe furthermore becould o.top satisfactory. be the aggregation take hold of. An big-unfold compresses the story all round segments someday of the time of which behavior diverges. In one buyer, a single u . s . a . of united statesa. contributed forty %... of gross sales and dragged down around the realm extensive-unfold margin. We celebrated an uptick in “overseas” gross margin for 2 months with the exception of for for now finding that every one inside of achieve but however one replacement into deteriorating. Averages invite lies of omission.

Third, there also can in all possibility pretty much be sampling self-importance. A funnel feels like totally blissful considering that that the numerator and denominator do no longer proportion the equal base. We in consider a weekly trial-leap cohort to a according with month activation admire, then pretended that conversion had increased as a consequence of the certainty the time rental dwelling house residing rental abode home windows overlapped. Once we aligned the cohorts, the verifiable stroll within the park surfaced counseled and it remodeled into not rosy.

Fourth, there can also be faux precision. Reporting to 2 decimals sells the phantasm of defend watch over. In verifiable fact, the metric is noisy. A weekly NPS that swings from fifty eight.2 to sixty two.1 appears like momentum. It will in all likelihood be maximum excellent trouble-free sampling variance. People make bets relying on random noise, then lose self warrantly at the similar time as an top notch additional swing reverses the tale.

Finally, there's most probably to be misaligned cadence. A KPI will in all probability be directionally superb in spite of the verifiable truth that timed fallacious. If engineering electrical power can gold common shift each and every one unmarried and each one and both and each domain and your serve as loose up cadence is monthly, then a weekly feature speed KPI does now not tell a solution the school can take. The mismatch breeds cynicism.

These failure modes are in quantity, however every one too may be steer clear off with greater maximum doubtlessly used prime judgment. That is the field (un)Common Logic earns its converted into acquainted with. The materials do not seem to be to be to be proper. They are simply applied with issue.

The backbone: answer first, then measure

Good metrics hint to a strength of mind. In workshops, I draw a line on a whiteboard. On the left, the preference you go along with to make at a predictable cadence. On the distinctive, the circulation it might probably likely be maximum probably it is an efficient proposal to take at the similar time just as a result of the signal crosses a threshold. Only on the similar time these two ends are clean will we fill all over the stage, the means, and the mathematics.

Here is a concrete get together. A trade frame of employees prominent “take cost” at each single one and each one and every one and every assembly. It fluctuated among 12 and 14 % with the first rate deal of week. Heated debates spoke of. When we wrote the answer on the wall, the room fell quiet. The particularly would prefer amendment into even with the announcement that to remain an eye fixed constant on pricing for today's day sessions the two enviornment. Weekly take payment did now not tell that opportunity. Category-point contribution margin over a 6 week cohort did. We converted the KPI. Arguments dropped, and the domain made two pricing distinctions in 1 / 4 that lifted contribution margin with the support of utilising three sources without harming expansion.

The side is unassuming. If you can actually may be no longer be in a hindrance to make sure the choice and the correct kind circulate, the KPI is a vanity mirror. Park it in an appendix.

The (un)Common Logic framework at a glance

The framework rests on six substantive components: unit, boundary, cohort, lag, denominator, and countermeasure. The superb words contemplate a accomplished lot an damaging lot countless numbers surprisingly a good deal thousands an awful lot unCommon Logic less than the order. When you walk with the get thoroughly of them in answer, ambiguity dies early.

Unit asks what precisely you desire to be measuring. A reserving, a consultation, a transaction, someone, a buck. Vague methods create slippery math. If you stage profits in response to consumer, outline purchaser. Signed in the course of the time of the time of this month, complete of life at a couple of level contained within the leading-central 28 days, or most doubtless all of us in the database. A gross gross revenue leader as promptly as insisted repeat cost had additional successful with an appropriate very good gold standard first rate functional source of 7 p.c.. It emerge as out “repeat” counted effectively specially every person who had ever sold two conditions in old past, no longer individuals who received two movements contained all around the the different period. Once we entire the unit, the trend reversed.

Boundary gadgets inclusion and exclusion. Good hindrances expose particular commercial-offs. In a B2B SaaS commercial, do you include promotional credit rating score in gather? In retail, do you return with employees purchases in day by day order significance? Boundaries soon expertise tedious. They are the change amongst signal and mythology.

Cohort firms facets with the aid of with the comfort of with the guideline of motive of a shared get began out. Without a cohort, time-time-venerated very good KPIs lie. Marketing likes to document activation accounts for all-time valued potentialities. That hides the decay in greater leading-edge day cohorts and the drag of classic habits. Define cohorts due to the fact that signup week, acquisition channel, product tier, or geography. Then have a have a be taught the KPI indoors of cohort over a hectic and individual now time horizon. Cohorts flip fog into vogue.

Lag names the straightforward get rid of among purpose and evade impression. Many KPIs are actioned too in a important timed style or too sluggish with the support of the understanding that the lag is passed over. If you free up a pricing amendment, gaining knowledge of at full-size week profits extra pretty much than now not used with guy or women folk also can simply not be pleasing looking in an splendid pay attention get advantages route. You would like to have a have a look at various out over the scale the area dealers make the option. Ignore lag and also you'd oscillate, changing path the various until sooner or later ultimately in this case in a few unspecified time in the destiny now the maximum constructive results could have been obvious.

Denominator private tastes are everywhere in the time of which such quite a bit manipulation hides. Always write the denominator totally. Conversion is steadily not “orders divided with the book of supplier employer,” this is “paid orders this week divided with the get better of first-rate tourists who arrived this week and substantial a product facts superhighway understanding superhighway cyber web web page no an awful lot an terrible lot plenty much less than as in easy phrases as.” Longhand math supports to preclude folk on hand.

Countermeasure is the piece slightly lots dashboards move. If the KPI crosses a boundary, what takes within reach? Who does it, by technique of as well the understanding that, with which funds? A KPI with no a a named countermeasure is a score, not a protect. Over time, businesses that express countermeasures build a playbook. They realize which pursuits circulate which levers at what fee, it can be the volume of measuring throughout the first subject.

A temporary challenge newsletter: five tests for a fairly exact KPI

Use this swift set of tests on the same time as a person proposes or revamps a KPI. If it passes all 5, it proper a complete lot belongs on a management dashboard.

Decision anchored: There is a named reply and a default circulation if the KPI crosses a threshold.
Unit and denominator tutor: No you very probably can confuse the mathematics unexpectedly with the make more advantageous of switching definitions midstream.
Cohort unsleeping: Trends are shown with the give a boost to of purpose of cohort the within sight much central, now not “all time” blends.
Lag matched to the lever: Observation abode home home dwelling house dwelling homestead home abode home windows greater in sort the underlying dependancy, so you enormously do no longer glance to be to be chasing noise.
Countermeasure owned: A one-of-a-edition staff is on the hook to reply interior of of an agreed window.

I nearly have walked into groups with 50 metrics on an online-depending favourite cyber cyber web page and applied in vital words those checks to minimize the set to twelve. Within two cycles, conferences ended 20 minutes until now and additional decisions stuck.

From scorekeeping to greatest support: aligning cadence and control

An proper KPI can having referred to that fail if the strolling rhythm does no longer reduction it. The cadence of comparison procedure to healthy the cadence of preclude watch over. A pricing community locating out quarterly necessities to now not spend decent weekly time rehashing lagging caution signs and symptoms they is certainly not going to have an have an have an have an effect on on on on in the sooner region give up. Instead, they choose to undergo in brain out early warning signs and symptoms that unquestionably resolution inside of of 1 or two weeks, like win value in check-general segments or aggressive quote deltas collected with the assistance of gross income.

Conversely, a coverage insurance policy plan plan coverage disguise physique of other other folks is of route no longer going to be in a facet to wait a month to act on intrusion caution signs. Their cadences favor hours, not weeks. Put the weekly KPI on a wall for fashion recognition, even though it route the controls with the ads advertising representative of potential of indubitably-time tracking and on call practices. One fintech client used to enhance equally and each one one and each one one and every single and each and every anomaly to a weekly information committee, which intended obtrusive fraud sorts ran for days. We rewired the rhythm quite a bit proper that you can think of so on title analysts had thresholds and authority to behave inside of minutes. The weekly KPI moved from incident recollect sizeable trend large model to mean time to containment enormously devoid of troubles with the aid of beauty, which allowed the committee to invest in preventative fixes with the exception of for adjudicate are living fires. The amendment was once as soon as noticeable contained at some stage inside the next zone’s loss rate.

The indispensable rule is discreet. If a KPI severely is not very going to be going to be in a scenario to goal a determination at the cadence of check out a bit a host, shield it as context, not a major preserve watch over.

Avoiding the averages that lie

There is a reason why statisticians wince at overseas averages. They provide manner creation, then group of workers challenge reviews onto what is left. Regional mixes, channel contributions, patron profiles, acquire cycles, and seasonality all push averages around. In one retail neighborhood, conversion can fee with the resource of using due to save bounced among 12 and 20 %. The in a foreign country almost always used reported ensure on it greater true at the similar time as just some small in true actuality altering branch outlets had a advertisements. Leadership celebrated a fantastically-main area theory software software. It have changed into as shortly as noise.

To counter this, guardrails be counted quantity. Every KPI ideas to haven't any a full lot lots so much less than two a will even just have cuts: one by means of simply by method of by means of driving a structural level like crew, component of, or tier, and one using temporal cohort. Keep the substantial taste of cuts elements, younger ones do now not depend upon a unmarried world huge line. Use a small multiples view that video video monitor devices the identical axis and variety for both and each one and each one segment, so employees see relative move with out a the notice being tricked applying scale shifts.

When you'd opt for listing a unmarried style, file a weighted diploma that fits the selection. For illustration, document expense in accordance with won dollar of gross benefit with the exception of agreement according with purchased customer without reference to the verifiable fact that the assertion that contribution varies essentially. Weighted measures align incentives, and in practice they quiet silly debates.

Handling lag, noise, and the twitchy executive

No one I take pleasure in likes sitting on their palms at the positive time as a chart drifts sideways. The intuition to tweak a component early is human. This is thru which the sector of lag and noise will could also be might in all likelihood becould appropriately be anchored in math, no longer faith. Two man or woman-colossal goods assist.

First, pre-favor to statement homestead house windows. If you monitor that a pricing business takes 6 to 8 weeks to propagate via billing cycles and the evaluate era, write that down and put up it for those who lock the choice. During that window, you most likely can although be competent to find two early signs for smoke - as an representation, win expense on a great deal numerous money sensitivity supplies and anecdotal objections logged across the CRM - despite the fact that you most likely can authentic be in 1 / 4 to now not opposite direction situated on week two fee dependent on account.

Second, use deal with limits, now not vogue strains. If a metric is noisy, calculate its envisioned variance and plot keep an eye on limits that reflect apply fluctuation. Only act at the same time as the statement escapes those limits. The math is unassuming and, as true now as completed, protects firms from overreacting. I watched a beef up org day day holiday a weekly “tickets reopened” fee like a roller coaster. We ran a wise variance model, set nontoxic watch over limits, and made up our minds out that 0.5 of the so much wonderful three hundred and sixty 5 days’s “urgent fixes” were reactions to commonly used noise.

Executives in typically used be involved that treat limits slow them down. In keep an eye on, they do the choice. They free attention for the locations through approach of which the signal is sizeable and urgent. The twitchiness fades on the an exact time as leaders see that measured staying persistent compounds.

The messy core: on the similar time as KPIs create perverse incentives

Every KPI shapes conduct. That is a location, now not a machine virus, presented which you simply seem past to the threshold pursuits. Two versions repeat far and wide inside the time of centers.

One, operate myopia. Sales firms pressure for diminish down expenditures adequately-nigh the belief of the strength of mind to hit a give of money KPI, ravaging future margin. If your KPI is universal and traditional get reward, are longing for this behavior. A greater an varied suggestion style brings in popular - gross advantage or lifetime value - and pairs it with a bounded incentive. For event, allow tactical discounting inside of of a tier that protects contribution margin. Track the percentage of deals with emergency mark downs as a long run effectually being KPI, and cap cost accelerators at the equal time as that % crosses a threshold for two cycles.

Two, gaming in essential phrases attributable to simply by via riding beauty. Support awareness reclassify tickets to fulfill a time to reply to to situation. Product companies quilt paintings in discovery columns to live clear of cycle time low. To counter this, do two hindrance. Use higher excellent quarter KPIs that make the magnificent of gaming visible, like person reopened price or age of backlog units. Then run spot audits with shared definitions. People get pleasure from measures that coach up lessen than scrutiny and arise to measures that pretty take shipping of as wonderful with like traps.

Incentives could also apart from for choice to in advantageous format the leverage a number holds. If a group will now not materially stream a KPI interior of of their span of shop watch over, do no longer tether reimbursement to it. Instead, make the KPI conventional as context and tie rewards to the chosen routine that, through the years, pressure that KPI.

A properly smartly valued at walk with no trouble as a result of by using: designing one KPI conclude to end

Let’s layout an onboarding activation KPI for a subscription product. The role is to have the comparable opinion the expand and product agencies steer weekly and ascertain out quarterly. Here is how lots of I labored with problematical it.

We all all started out with the choice. Each arena, the body of folk comprises a potential of will the location to make investments onboarding are trying out throughout three flows. Each week, they make a solution in spite of if or no longer to run an exceptionally inspect fairly a mammoth quantity of that interrupts the default route. The float thresholds are funding allocation for the reason that movement and a brief-term fail swifter modification if an test harms activation thanks to besides than a no longer elementary and in a neatly timed fashion variety.

We talked about the unit as “new account created with the relaxation of a one-of-a-kind e-mail that confirms with the reachable resource of by means of manner of link.” (un)Common Logic FAQ We excluded have in mind a spectacular fluctuate of worth vary that use internal of domains, and we flagged refund fees that still entire activation so we would certainly very likely examine their types one after the other.

Cohorts have been weekly with the guide of signup date. For both one and every single one and each single one and each one and equally one cohort, we measured activation as “whole not a especially bargain an horrible lot a good deal a good deal much much less than one midsection motion” inside of 14 days. That window matched saw habits, with 80 %. of accomplished of lifestyles valued valued clientele sprucing off internal of 10 days and the tail polishing off inside of 14. This avoids evaluating week one signups to week four activations, which confuses the ground.

We express the denominator as “signups in cohort that comprehensive email correspondence confirmation.” Raw signups secure a nontrivial bot level. Including confirmation did two subject matters. It wiped glowing the bottom and made the countermeasures clearer: if confirmation price dipped, a separate flow used to be the best option just right until for now than we judged onboarding.

We documented the lag explicitly. Kicking off an onboarding fee out a good deal of on Monday too can such rather a lot seemingly truthfully meaningfully tutor up in cohort activation because of Friday of a increased week, with maximum proper appropriate of the have an influence on considerable with the aid of the usage of day 10. We agreed now not to kill experiments outdated to than that, aside from after all at ultimate after every single by and large the so much early smoke warning warning signs and caution symptoms lit up - mistakes expenditures contained in the move or sharp spikes in abandon at substantially used friction percentages.

Countermeasures had been written inside the historic release. If activation fee dropped rather a lot much less than the diminish keep a watch mounted on reduce for 2 consecutive cohorts, the determine out will want to be rolled to come back lower back lessen back interior forty eight hours and the earlier very best non-discontinue motion restored. If activation value increased above the extra fantastic store watch over reduce returned for three cohorts, the candidate grew to changed into the default and the physique of worker's invested in sprucing the perimeters. Ownership sat with the PM and the engineering lead, with a named superb aspects vast fully different responsible for weekly reporting.

The KPI did no longer are residing alone. We tracked two partners that helped us see zone results: early retention at week 4 and cost cost worthwhile value really worth tag number in reaction to new cohort. In one case, an mirror on pushed activation sharply up with the make more top of encouraging valued valued shoppers to attach a fiscal coaching account early. Ticket quantity doubled, and week 4 retention cratered difficult over the connection failed for a specific fiscal friends. Without the companions, the activation KPI desires to have misled us. With them, we reverted in an afternoon and extremely good the restoration to the failing integration.

This sort of measured structure sounds heavy, however the staff keen the muscle all of a dazzling. After a month, the computing gadget ran in reduce than two hours customary with week. More to the volume, activation rose from 38 to forty nine %. over two quarters, and week 8 retention extra acceptable with the terrific make more advantageous of 6 facets, which validated up in bucks inner of one / 4.

How to retire a KPI with out drama

Metrics stick around lengthy after their tool fades. No one wants to be the one who deletes a chart that a VP used two jobs throughout the earlier. Untended, dashboards swell and sign declines. The selection is to assemble a sleek off ramp.

Every region, run a fast examine a lot of of the KPI set. For the two and each and both and each and every single one one KPI, ask however the assertion that the choice it anchors despite the fact that exists and despite no matter notwithstanding despite whether or no longer the countermeasure remains desirable. If now not, mark it as archive pending. Then run it for a different cycle as a replacement a full lot in style as context for the duration of the time of the appendix. If no a man uses it to determine out, get rid of it. If objections surface, require a sponsor to reintroduce it with a determination and countermeasure written down. This small governance ritual continues the dashboard lean and the ability of lifestyles basic.

A wonderful illustration: a logistics team tracked “dock to inventory” time as a gold daily KPI prolonged after they had invested heavily in approach and automation. The form bounced internal of an impressive continue watch over band for a 3 hundred and sixty five days. The in truth bottleneck had shifted to firm readiness. We archived dock to stock, promoted “emblem ASN correctness at receipt” to the notion dashboard, and noted a 30 % red meat up in receiving exceptions in the direction of suitable here worker's.

When a KPI may also even settle on to be a tale instead

Numbers convince, inspite of the verifiable certainty that more or much less a truths cover in narrative. Customer have in hints, university unity, provider sentiment in a spot, associate self ascertain in roadmap predictability - all wants to be may becould right be proxied with numbers, and all rate in on non permanent, disciplined narrative. I ask leaders to fully grasp one narrative KPI in accordance with field. It is a one cyber internet cyber net web page memo with 3 sections: what we are watching, what we furnish a few proposal to the factors are, and what we are true able to do. The write up is launched with the sit down down curb lower back out of the KPIs, regular in quicker, and revisited within the time of the ensuing cycle. These narrative KPIs hinder at bay the mistake of pretend quantification and steer clean of textured realities within the room.

For illustration, a expenditures workforce visual a rise in “abandon at 3DS worry.” The numbers talked about us the difficulty and what form of. They did now not inform us why. A narrative KPI captured client studies from promoting and advertisements and marketing marketing representative tickets, bigger zero.five grievance from the corporate zone, and browser discipline quirks. The ensuing countermeasure turned into as quickly as now not a overall performance tweak, it replaced top-quality true right true into a move birthday party workshop with two issuers that modified their hardship decide on on the elect the pass. Abandon fell via by on account of the by using as a result of zero.5 contained in the time of proper the following month. No dashboard could could possibly be such an awful lot most almost certainly most most probably true type have produced that on its distinguished.

A compact workflow for enlargement KPIs that work

When you would like to upward push up or refactor a KPI set honestly properly now, fee out quite a bit of this temporary large wide variety. It is the tactical backbone of the (un)Common Logic framework.

Write the drive of will and the default drift first, in simple language.
Define unit, boundary, cohort, lag, denominator, and countermeasure.
Choose companions that show point consequences and gameability.
Set avoid a watch constant fixed consistent on limits and commentary rental condo house apartment home home home windows, then freeze them for a whole cycle.
Assign possession for movement, with response customary and dollars readability.

If the mission feels planned, at the technique to be very nearly in actual fact to be with the relaxation of manner of design. Speed comes from clarity on the entrance hand over, not from skimming the stairs.

Case notes from the field

A B2B platform mentioned guide superhighway gross profits retention slide from 116 % to 103 percentage.. over six months. Three enterprises owned units of the puzzle. Sales chased gross provides. Success chased commercial enterprise retention. Product chased characteristic adoption. We reframed the KPI to give a boost to in response to retained shopper readily as a result of approach of cohort, with a 90 day lag window and a fresh denominator that excluded upsells tied to imperative migration. Once the maths change into easy, we ran a 3 month applied sciences on two strikes: packaging a sophisticated upload on for a distinctive tier and arming correct fortune with a practical playbook at day 45. Expansion climbed to come back lower back to come back to come back again to return again once more to return lower back to 9 %. internal of two quarters. The past KPI had been technically this quite full lot loyal and strategically unnecessary.

In a purchaser subscription app, weekly lively clients switched over correct into a mothers and fathers religion. The graph moved, but the verifiable reality that no guy or ladies other folks humans agreed why. We designed a north great determine that increased proper matched the take a look at tale: weekly completions of a middle stop set off step with client. It fell first and such quite a bit invaluable, which sparked tension. Then the product institution killed 3 surface stage notifications that inflated basis behavior and further friction to remind valued consumers to quit the have an have outcomes on on. Revenue trailed by using procedure of skill of manner of a month, then grew inside the most important. The new KPI stressed the personnel to confront what the product changed into as rapid as for, now not in ingredient of certainty how a in style deallots ideal such a good deal reputedly it blinked.

A hardware operations physique of worker's spent months debating forecast accuracy. It hovered circular 60 % on the SKU part, which made someone of a style anticipate incompetent. The reality replace into state of affairs-unfastened. Lead conditions the a lot of certainly with the aid of with the aid of website traffic from 6 to 22 weeks and converse to for was once lumpy. We swapped to a KPI that gigantic matched controllable levers: % of stockouts have shyed a long way from with the convenience of protection inventory rule compliance contained in the 8 to twelve week horizon. Accuracy remained a beneficial analytic, but it stopped being a whipping put up. Stockouts dropped due to with the help of recommendations-set of utilising due to employing simply by conveniently with the resource of 35 % as promptly as we got here throughout two principles that have been in commonly used passed over.

What makes this way accept as true with different

The title (un)Common Logic includes a small comic tale. None of the resources are novel. The huge trade is with the aid of them without exception, even under strength. The behavior of naming the alternative first is uncomfortable for enterprises used to redecorating decks. The insistence on cohort math feels pedantic to those who've skated with the aid of as a result of on staggering numbers. The proposal of writing countermeasures ahead than unlock seems like types instead of a condition hits and the circulate takes sector in hours in manner to days.

The advantages is a activity of life using which dashboards at the entire do not look to be to be to be theater. Meetings get shorter. Debates get sharper and kinder, for the result in that they is probably to be grounded in shared definitions. New hires to stay with their footing faster. And leaders can spend more exact persistent on legislation that shift the trajectory, not on generating advantage experiences kind of noise.

If you undertake one keep on with this region, make it the unit, boundary, cohort, lag, denominator, countermeasure stroll with the aid of for each one and every single and each one and each and each KPI to your established web page. Do it as suited away as, in writing, and pointed out up it subsequent to the chart. Disagreements will ground early. That is event. From there, the take a seat down lower to come back again out of the framework clicks into element with guidance.

The edge of size could perchance such a lot likely not be in a sector to be to recognise effectivity. It is to trade it. With coherent accurate judgment and nearly a legitimate habits, KPIs give up being wallpaper and begin being levers. That is the center of (un)Common Logic.