Measuring what ?!? Really understanding your business
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| Tina Crouse, Strategist |
While looking at two different projects this week, it was impressed upon me once again, the usefulness and the need to measure hidden apsects of our businesses and projects to ascertain some hard 'truths' and to make decisions based on those.
In speaking with my associate, Veronica Feihl, who is an expert in helping organizations to understand and enhance their web presence, it was clear that her measurement of a potential project was dead-on and if the client was willing to do this same assessment of their 'business', they would realize that they didn't understand what they were asking for, didn't need what they were asking for and could develop cheaper, simpler solutions. Knowing a fantastic 'business' development opportunity and gaining valuable insight is important for every business, big and small and every non-profit, big and small. See examples of Veronica's work here.
I also spoke to Anshula Chowdhury of SAM. Her blog this week focused on social metrics. The last slide was of particular interest because it indicated the cost and benefit of many hidden aspects of a non-profit's or social enterprise's 'business' : their social network.
When non-profits engage in in-kind relationships, what is the cost ? Who benefits ? What is the impact for the non-profit ? Any group that's been around awhile has an example of a lot of effort being expended in this area with very little return. Now what if you actually measured that impact, rather than just figuring a way to get out of it ? Wouldn't you stop it or alter it more quickly if you could prove negative impact with low positive gain ?
Sometimes it's hard to find the time to measure your 'business'. You need to develop tools; you have to be willing to use them and you have to be willing to learn from them. And not surprising, once you begin to measure, you'll change your behaviour, as mentioned in Anshula's blog. But if it's for the better, I suggest people do better. Who really wants to do worse ?
