Recently, I bought a Fitbit. It’s a fantastic tool. Now, I can rave more about the features and go on and on. However, a friend and a colleague asked me an interesting question.
Has it changed you?
No, it did not.
Before I go on, I have to tell you that I am on the heavier side of the weighing scale. Those of you who know me personally would be surprised at the sudden interest in all things health. Yeah, I roll like that.
It’s not about the Fitbit
Like any other measurement tool, the Fitbit is doing a marvelous job at letting me know certain metrics that I need to care about.
They have even gamified the steps by putting in cute little badges and built in peer support (and also peer pressure) to keep me motivated. All this is good as it should be.
At the core of it, it’s a measurement tool. Just like any of the billion other tools we use in Analytics.
Targets and Measurements
On very similar lines, we as marketers or as businessmen often deploy shiny new tools because we think they will help us do more.
Unfortunately, like me in this case, how many of us forget on defining the purpose?
I implicitly assumed that the Fitbit would automatically by some magic give me the purpose of losing weight and leading a more healthy life. Without this purpose, here’s what would happen —
I will wear it to work, and dutifully report the steps taken and life would go on as usual. Some of the badges would come in as time goes by, and it would not really matter to me if I took 2000 steps a day (which is a walk in the park) or 10000 steps a day (I haven’t achieved this yet).
How would I change, if let’s say I choose to give myself a target of say, 10000 steps a day.
Without Purpose, there’s no Change
I would for one have to make time to walk those 10000 steps. I could try walking in the office or doing a much more rigorous transit than an Uber. However, I would have to commit to making the time for those steps.
Thus, this choice of making a change in my routine should be addressed. At the heart of it, the shiny new tool is not at the center. Yes, you have bought Google Analytics Premium and all of that is great … but that’s not really at the center.
At the center, is the purpose. Has this been defined? Has this been clarified and articulated so that the team knows about this?
A tool doesn’t give us Purpose
It does give us a sense of progress towards our purpose. A Measure of Success, if you will. The shiny new tool that we just acquired is useful, but only as long as we keep the purpose at the center.
As people who know how to use a tool, if we do not understand the purpose, the tool will end up regurgitating meaningless data.
TL;DR — When setting up measures, don’t keep the tool at the center. Keep the purpose at the center. The rest should follow.