Weasel words are words that have no specific and obvious and singular meaning. They bring no clear images to mind of what is meant. Words like: effective, sustainable, harnessed, connectedness and leveraged. Weasel words have a stupifying effect on people's understanding of goals that are written with them, as well as rendering...


Nijntje, or Miffy as she is known in English-speaking countries, is the little rabbit character who is drawn with only a few simple lines and primary colours. Yet she's meaningfully recognisable as a little rabbit. She doesn't need any more detail to be meaningful. But any less detail and she looks incomplete. Goals that are meaningfully measurable are just like Nijntje.



Often in measuring performance we ask a question too soon: so, how do we measure that? As soon as you answer that question, you're tumbling down the rabbit-hole toward a world of silliness and subjectivity. The characters you're surrounded by are pretentious goals claiming to be too complex to measure, and confused goals draped in trivial counts and milestones.




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