How can you tell if a strategy is working?

You measure it of course.

To understand what you’re trying to measure, you have to understand the strategy.

If you can draw a Strategic Activity System, you can align a measure to each of the outcomes.

Take a Strategy Activity System and align an indicator against it. If it can’t be measured directly, what proxy measures are available? That’s the creative aspect of KPI design. Sometimes tricky. Often imperfect.

Are the activities that the firm is doing, marketing or otherwise, yielding the benefits that you believe them to be?

For instance – are your fares really lower? Are your on-time departures really higher than the competition. Are consumers more loyal?

Don’t just assume the strategy is working.

Measure it.


I’m Christopher Berry.
I tweet about analytics @cjpberry
I write at