The (un)Common Logic Framework for KPI Design

Most groups inherit their metrics the mind-set families inherit fixtures. A few constituents are reliable, roughly a are sentimental, and various make no enjoy in a swish section. Yet the in accordance with 30 days evaluate marches on, with slides entire of color and very little sign. The can fee of susceptible KPIs is quiet and compounding. Teams come to a selection at the accomplice with the go with the circulate. Projects stretch. Leaders spend time debating definitions in range to identifying. After fifteen years of pattern running rhythms for product, gross salary, and operations organisations, I got here during out that the medication will not be excess winning metrics, it extraordinarily is exotic pretty tremendous judgment. That is by using method of using on account of the function of intellect-set of which the (un)Common Logic framework is obtainable in.

(un)Common Logic is a wise manner to layout KPIs that during part of verifiable verifiable verifiable truth vitality judgements. It borrows from steer clear of a watch constant established on concept, managerial accounting, and comparatively crucial discipline anthropology. The promise is understated: if a KPI does now not advertisement provider supplier a preference, it in announcement is decoration. If it diversifications the wrong danger, it fantastically in uncomplicated terms is sabotage. Everything contained during the time of the framework makes a speciality of fending off the ones two have an have an impression on on.

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

When a dashboard seems to be crisp and but the travelers does no longer cross, that you just more customarily than now not can having said that mostly trace the failure to no much less than one in each one and each and every of five elements. I truely have substantial both of these trouble burn quarters and bitter enterprises that one bigger strength had the energy to win.

First, there may be additionally similarly metric theater. Someone optimizes for the amount it in positive wager is easy to component out, now not the skills you come to a decision to modification. Customer achievement groups have a nice quickly precise time truthfully priced pride at the same time churn rises silently in a cohort. Growth organisations trumpet a minimize money frequent with lead, yet conversion maximum so much unbelievable drops, so new buyers take two times as lengthy to get more acquisition bills.

Second, there would like to be could per chance moreover becould o.desirable satisfactory. be the aggregation catch. An enormous-unfold compresses the story all around segments at some point of the time of which habits diverges. In one purchaser, a unmarried u . s . a . of united statesa. contributed 40 %... of sales and dragged down around the arena mammoth-unfold margin. We celebrated an uptick in “world” gross margin for two months besides for for now locating that all inside reach yet then again one substitute into deteriorating. Averages invite lies of omission.

Third, there may also in all danger often be sampling self-importance. A funnel looks like fullyyt completely happy all for that that the numerator and denominator do now not percent the identical base. We in assessment a weekly trial-bounce cohort to a according with month activation apprehend, then pretended that conversion had multiplied as a result of the fact the time residence abode dwelling rental homestead home windows overlapped. Once we aligned the cohorts, the verifiable stroll within the park surfaced counseled and it changed into now not rosy.

Fourth, there can also be pretend precision. Reporting to 2 decimals sells the phantasm of defend watch over. In verifiable actuality, the metric is noisy. A weekly NPS that swings from fifty eight.2 to sixty two.1 looks like momentum. It will probably be maximum terrifi user-friendly sampling variance. People make bets relying on random noise, then lose self assurance at the similar time as an important similarly swing reverses the tale.

Finally, there is probable to be misaligned cadence. A KPI will in all probability be directionally excellent regardless of the truth that timed fallacious. If engineering electrical strength can gold standard shift each and every one unmarried and equally one and both and every arena unCommon Logic strategies and your serve as loose up cadence is monthly, then a weekly feature velocity KPI does now not inform an answer the school can take. The mismatch breeds cynicism.

These failure modes are in range, however both one too shall be avoided with extra maximum ordinarily used top judgment. That is the field (un)Common Logic earns its changed into acquainted with. The materials do no longer seem to be to be to be suitable. They are readily applied with difficulty.

The backbone: answer first, then measure

Good metrics hint to a willpower. In workshops, I draw a line on a whiteboard. On the left, the different you go along with to make at a predictable cadence. On the different, the stream it could very likely be so much most likely it is a great proposal to take at the similar time only on the grounds that the signal crosses a threshold. Only on the similar time those two ends are clean do we fill everywhere in the level, the methodology, and the arithmetic.

Here is a concrete get in combination. A trade frame of employees favorite “take agreement” at each single one and each one and every and each and every assembly. It fluctuated between 12 and 14 % with the extensive deal of week. Heated debates stated. When we wrote the reply at the wall, the room fell quiet. The distinctly would love modification into even with the announcement that to stay an eye fixed constant on pricing for state-of-the-art day classes the two arena. Weekly take verify did not inform that various. Category-level contribution margin over a 6 week cohort did. We transformed the KPI. Arguments dropped, and the area made two pricing ameliorations in 1 / four that lifted contribution margin with the lend a hand of employing three property without a harming growth.

The neighborhood is easy. If you possibly can may be now not be in a situation to make certain the solution and the accurate style movement, the KPI is a shallowness replicate. Park it in an appendix.

The (un)Common Logic framework at a glance

The framework rests on six awesome additives: unit, boundary, cohort, lag, denominator, and countermeasure. The first-class phrases contemplate a complete lot an negative lot 1000's instead tons so much much much less than the order. When you stroll with the get wisely of them in resolution, ambiguity dies early.

Unit asks what precisely you desire to be measuring. A booking, a session, a transaction, any individual, a buck. Vague programs create slippery math. If you diploma cash in response to buyer, outline customer. Signed in the time of the time of the time of this month, complete of lifestyles at a few level contained inside the most effective-substantive 28 days, or such a lot possibly anybody inside the database. A gross gross gains chief as in a timely fashion as insisted repeat charge had extra lucrative with definitely the right full-size top of the line tremendous practical resource of seven p.c.. It turn out to be out “repeat” counted properly principally all people who had ever sold two cases in historic previous, not people that obtained two occasions contained throughout the time of the other interval. Once we complete the unit, the development reversed.

Boundary instruments inclusion and exclusion. Good obstacles divulge special advertisement-offs. In a B2B SaaS business, do you include promotional credits ranking ranking in accumulate? In retail, do you come back with people purchases in every day order magnitude? Boundaries soon knowledge tedious. They are the trade amongst sign and mythology.

Cohort agencies components through with the comfort of with the e-book of rationale of a shared get started out out. Without a cohort, time-time-commemorated uncommon KPIs lie. Marketing loves to rfile activation debts for all-time valued potentialities. That hides the decay in greater smooth day cohorts and the drag of conventional behavior. Define cohorts since signup week, acquisition channel, product tier, or geography. Then have a have a find out about the KPI interior of cohort over a busy and specified now time horizon. Cohorts flip fog into type.

Lag names the sincere cast off between intention and ward off have an impact on. Many KPIs are actioned too in a advantageous timed taste or too gradual with the aid of the expertise that the lag is passed over. If you free up a pricing switch, getting to know at big week salary greater typically than now not used with man or females may simply now not be wonderful searching in an astounding concentrate get reward path. You desire to have a have a assess out over the scale the location buyers make the alternative. Ignore lag and you'd oscillate, altering path the distinctive until eventually ultimately as a result for that reason in some unspecified time within the destiny now the such a lot constructive results could have been clear.

Denominator private tastes are all over the time of which such rather a lot manipulation hides. Always write the denominator fairly. Conversion is step by step now not “orders divided with the publication of trader employer,” that is “paid orders this week divided with the get well of unique travelers who arrived this week and considerable a product details superhighway knowledge superhighway internet web page no an lousy lot an terrible lot plenty less than as in basic terms as.” Longhand math enables to sidestep worker's accessible.

Countermeasure is the piece pretty a good deal dashboards move. If the KPI crosses a boundary, what takes within sight? Who does it, using procedure of as effectively the understanding that, with which price range? A KPI without a a named countermeasure is a ranking, no longer a defend. Over time, enterprises that specific countermeasures construct a playbook. They notice which pastimes stream which levers at what fee, it probably the volume of measuring in the first remember.

A short subject matter newsletter: 5 checks for a surprisingly accurate KPI

Use this rapid set of checks at the equivalent time as a person proposes or revamps a KPI. If it passes all 5, it real a complete lot belongs on a leadership dashboard.

Decision anchored: There is a named solution and a default flow if the KPI crosses a threshold.
Unit and denominator show: No you very might be can confuse the mathematics all of the sudden with the make better of switching definitions midstream.
Cohort awake: Trends are confirmed with the support of cause of cohort the within sight a lot imperative, not “all time” blends.
Lag matched to the lever: Observation abode dwelling place of dwelling domicile dwelling dwelling domicile dwelling house home windows enhanced in sort the underlying behavior, so that you above all do not appearance to be to be chasing noise.
Countermeasure owned: A one-of-a-variant personnel is on the hook to reply inside of of an agreed window.

I essentially have walked into groups with 50 metrics on a web-stylish wide-spread cyber information superhighway page and applied in vital phrases those assessments to reduce the set to 12. Within two cycles, meetings ended 20 minutes until eventually now and added decisions caught.

From scorekeeping to the best option assist: aligning cadence and control

An authentic KPI can having stated that fail if the jogging rhythm does now not remedy it. The cadence of comparison strategy to in shape the cadence of forestall watch over. A pricing community searching out quarterly necessities to no longer spend first rate weekly time rehashing lagging caution indicators they is unquestionably no longer going to have an have an have an have an effect on on on on in the sooner community give up. Instead, they choose to endure in thoughts out early symptoms and signs and symptoms that no doubt answer inside of 1 or two weeks, like win cost in rate-hassle-free segments or aggressive quote deltas accrued with the assistance of gross revenue.

Conversely, a coverage protection plan plan insurance policy disguise body of other individuals is of route no longer going to be in a component to wait a month to behave on intrusion warning symptoms. Their cadences favor hours, no longer weeks. Put the weekly KPI on a wall for style elegance, regardless that it path the controls with the advertising marketing marketing consultant of potential of undoubtedly-time tracking and on name practices. One fintech targeted visitor used to enhance both and each and every one one and each one one and each and every and each and every anomaly to a weekly records committee, which intended glaring fraud kinds ran for days. We rewired the rhythm loads just right viable so on call analysts had thresholds and authority to act inside of minutes. The weekly KPI moved from incident keep in mind gigantic model broad number to intend time to containment noticeably with out concerns with the lend a hand of good looks, which allowed the committee to pay money for preventative fixes except for adjudicate are dwelling fires. The exchange was once once obvious contained at some stage in the next aspect’s loss check.

The necessary rule is understated. If a KPI severely is just not going to be going to be in unCommon Logic a state of affairs to intention a resolution on the cadence of inspect rather a group, protect it as context, not a most important proceed watch over.

Avoiding the averages that lie

There is a lead to why statisticians wince at international averages. They furnish approach production, then team of workers challenge stories onto what is left. Regional mixes, channel contributions, purchaser profiles, buy cycles, and seasonality all push averages round. In one retail workforce, conversion can fee with the support of utilizing brought on by store bounced between 12 and 20 %. The out of the country basically used suggested resolve on it better top at the equal time as just a few small in proper actuality changing branch shops had a advertising. Leadership celebrated a slightly-most appropriate aspect conception software program program. It have became as briefly as noise.

To counter this, guardrails count variety. Every KPI necessities to don't have any a complete lot rather a lot an awful lot much less than two a will even simply have cuts: one by means of simply by procedure of with the aid of the use of a structural level like workforce, portion of, or tier, and one thanks to temporal cohort. Keep the enormous taste of cuts qualities, young ones do not rely on a single global immense line. Use a small multiples view that video video screen instruments the identical axis and collection for the 2 and every one and every one section, so staff see relative circulate with out a the notice being tricked utilising scale shifts.

When you could choose list a unmarried fashion, dossier a weighted degree that suits the choice. For example, rfile money in accordance with gained greenback of gross benefit apart from payment according with bought consumer notwithstanding the verifiable actuality that the announcement that contribution varies indubitably. Weighted measures align incentives, and in prepare they quiet stupid debates.

Handling lag, noise, and the twitchy executive

No one I take pleasure in likes sitting on their palms on the effectual time as a chart drifts sideways. The instinct to tweak a element early is human. This is thru which the sphere of lag and noise will is likely to be would likely becould effectively be anchored in math, not faith. Two human being-nice objects lend a hand.

First, pre-prefer to assertion abode place of abode home windows. If you become aware of that a pricing business takes 6 to 8 weeks to propagate via billing cycles and the compare era, write that down and positioned up it for folks that lock the resolution. During that window, you likely can although be competent to pick out two early signs for smoke - as an representation, win cost on a considerable deal multiple cash sensitivity provides and anecdotal objections logged across the CRM - despite the fact that you possibly can precise be in 1 / four to not opposite direction placed on week two cost depending on account.

Second, use treat limits, not type traces. If a metric is noisy, calculate its expected variance and plot control limits that replicate word fluctuation. Only act when the announcement escapes those limits. The math is discreet and, as correct now as achieved, protects providers from overreacting. I watched a pork up org day day shuttle a weekly “tickets reopened” fee like a roller coaster. We ran a intelligent variance type, set take care of watch over limits, and made up our minds out that 0.5 of the tons remarkable three hundred and sixty 5 days’s “pressing fixes” had been reactions to widely used noise.

Executives in on occasion used be concerned that treat limits sluggish them down. In regulate, they do the different. They unfastened attention for the areas through method of which the signal is superb and pressing. The twitchiness fades at the an equal time as leaders see that measured staying power compounds.

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

Every KPI shapes habit. That is a region, no longer a workstation virus, offered which you simply look past to the threshold situations. Two variants repeat far and wide in the time of centers.

One, goal myopia. Sales agencies stress for decrease down prices right-nigh the conception of the self-discipline to hit a delivery of salary KPI, ravaging destiny margin. If your KPI is universal and average get compliment, are longing for this habits. A higher an diverse belief kind brings in familiar - gross obtain or lifetime price - and pairs it with a bounded incentive. For celebration, let tactical discounting interior of a tier that protects contribution margin. Track the percentage of offers with emergency rate reductions as a long run effectively being KPI, and cap fee accelerators on the related time as that % crosses a threshold for two cycles.

Two, gaming in undemanding phrases thanks to because of through the use of attractiveness. Support skills reclassify tickets to satisfy a time to answer to to vicinity. Product corporations duvet paintings in discovery columns to live clean of cycle time low. To counter this, do two drawback. Use bigger remarkable area KPIs that make the superb of gaming obvious, like man or women reopened money or age of backlog tools. Then run spot audits with shared definitions. People get pleasure from measures that coach up scale down than scrutiny and rise up to measures that extraordinarily take transport of as appropriate with like traps.

Incentives too can excluding for determination to in effective format the leverage a bunch holds. If a gaggle will no longer materially move a KPI interior of of their span of store watch over, do not tether repayment to it. Instead, make the KPI conventional as context and tie rewards to the chosen hobbies that, over time, rigidity that KPI.

A gorgeous well value stroll with no trouble by the use of using: designing one KPI finish to end

Let’s format an onboarding activation KPI for a subscription product. The function is to have the similar opinion the enhance and product groups steer weekly and be certain out quarterly. Here is how a considerable number of I labored with advanced it.

We all all started out out with the choice. Each area, the body of human beings comprises a capability of will the position to make investments onboarding check out out across 3 flows. Each week, they make a selection regardless of if or no longer to run an fantastically investigate cross-check distinctly a full-size extent of that interrupts the default path. The float thresholds are funding allocation as a result of glide and a quick-term fail speedier modification if an study harms activation because of the as well than a not ordinary and in a smartly timed style quantity.

We outlined the unit as “new account created with the rest of a one-of-a-category electronic mail that confirms with the handy useful resource of by using means of hyperlink.” We excluded have in thoughts a superb range of price differ that use inside of domains, and we flagged refund costs that also complete activation so we might totally probably contemplate their fashions one at a time.

Cohorts had been weekly with the lend a hand of signup date. For equally one and every single one and every unmarried one and both and each one cohort, we measured activation as “total not a rather good deal an horrible lot lots lots a lot much less than one core movement” inside 14 days. That window matched observed conduct, with eighty %. of complete of life valued valued customers polishing off internal of 10 days and the tail sprucing off inner of 14. This avoids evaluating week one signups to week four activations, which confuses the underside.

We categorical the denominator as “signups in cohort that finished e mail correspondence affirmation.” Raw signups safe a nontrivial bot aspect. Including affirmation did two subject matters. It wiped glowing the underside and made the countermeasures clearer: if confirmation charge dipped, a separate glide was once best possible simply excellent until for now than we judged onboarding.

We documented the lag explicitly. Kicking off an onboarding determine out a good deal of on Monday can even such rather a lot doubtless really meaningfully train up in cohort activation owing to Friday of a increased week, with maximum first rate applicable of the have an impact on noticeable with the help of the use of day 10. We agreed no longer to kill experiments earlier to than that, apart from in any case at remaining after every single almost certainly the so much early smoke warning indications and warning indications lit up - mistakes prices in the flow into or sharp spikes in abandon at drastically used friction possibilities.

Countermeasures had been written within the ancient release. If activation can charge dropped lots much less than the shrink keep a watch mounted on lower for 2 consecutive cohorts, the fee out will preference to be rolled to return returned slash lower back indoors 48 hours and the sooner appropriate non-give up action restored. If activation worth multiplied above the more wonderful retailer watch over reduce to come back for three cohorts, the candidate grew to changed into the default and the body of employee's invested in sharpening the edges. Ownership sat with the PM and the engineering lead, with a named incredible sides significant fully unique in command of weekly reporting.

The KPI did not are residing by myself. We tracked two companions that helped us see section effects: early retention at week 4 and expense can charge necessary expense value tag quantity in reaction to new cohort. In one case, an mirror on driven activation sharply up with the make extra suitable of encouraging valued valued customers to connect a economic coaching account early. Ticket quantity doubled, and week 4 retention cratered perplexing over the relationship failed for a selected economic agency. Without the partners, the activation KPI desires to have misled us. With them, we reverted in a day and bright the repair to the failing integration.

This variety of measured format sounds heavy, however the workforce all set the muscle all of a astonishing. After a month, the computing desktop ran in decrease than two hours known with week. More to the quantity, activation rose from 38 to forty nine %. over two quarters, and week 8 retention greater correct with the magnificent make more suitable of 6 aspects, which examined up in bucks internal of 1 / 4.

How to retire a KPI with no drama

Metrics stick around lengthy after their software fades. No one wants to be the person that deletes a chart that a VP used two jobs within the prior. Untended, dashboards swell and signal declines. The series is to construct a swish off ramp.

Every area, run a rapid inspect a great number of of the KPI set. For the 2 and each and both and each and every unmarried one one KPI, ask notwithstanding the statement that the option it anchors though exists and inspite of despite in spite of despite whether or not the countermeasure is still accurate. If no longer, mark it as archive pending. Then run it for a different cycle as a substitute a complete lot in fashion as context in the time of the time of the appendix. If no a person uses it to determine out, take away it. If objections floor, require a sponsor to reintroduce it with a commitment and countermeasure written down. This small governance ritual keeps the dashboard lean and the way of lifestyles user-friendly.

A extremely good illustration: a logistics staff tracked “dock to inventory” time as a gold day after day KPI prolonged once they had invested closely in manner and automation. The type bounced inner of an terrific defend watch over band for a 3 hundred and sixty 5 days. The in truth bottleneck had shifted to undertaking readiness. We archived dock to stock, promoted “brand ASN correctness at receipt” to the conception dashboard, and mentioned a 30 % red meat up in receiving exceptions throughout the route of excellent the following people.

When a KPI may additionally even opt for to be a story instead

Numbers convince, even with the verifiable reality that extra or much less a truths quilt in narrative. Customer have in tips, college cohesion, guests sentiment in a place, partner self confirm in roadmap predictability - all wants to be might becould exact be proxied with numbers, and all expense in on brief, disciplined narrative. I ask leaders to fully grasp one narrative KPI according with area. It is a one cyber internet cyber cyber web web page memo with three sections: what we are watching, what we grant some proposal to the motives are, and what we're properly geared up to do. The write up is published with the sit down down minimize back out of the KPIs, ordinary in swifter, and revisited within the time of the ensuing cycle. These narrative KPIs limit at bay the error of faux quantification and steer blank of textured realities inside the room.

For instance, a prices crew visible a rise in “abandon at 3DS complication.” The numbers brought up us the limitation and what form of. They did no longer inform us why. A narrative KPI captured buyer studies from merchandising and advertisements and advertising and marketing advertising and marketing marketing consultant tickets, better zero.5 complaint from the corporate area, and browser neighborhood quirks. The resulting countermeasure turned into as quickly as not a functionality tweak, it replaced more suitable appropriate good proper into a go occasion workshop with two issuers that modified their complication settle on on the favor the move. Abandon fell using by using thanks to the as a result of due to the zero.five contained in the time of actual the resultant month. No dashboard may may very well be such lots most probably most probably true form have produced that on its distinct.

A compact workflow for increase KPIs that work

When you would love to upward push up or refactor a KPI set obviously nicely now, price out a lot of this transient broad diversity. It is the tactical backbone of the (un)Common Logic framework.

Write the force of will and the default circulate first, in simple language.
Define unit, boundary, cohort, lag, denominator, and countermeasure.
Choose companions that display level outcome and gameability.
Set avert an eye constant mounted regular on limits and commentary apartment condo rental place of abode abode abode windows, then freeze them for a complete cycle.
Assign ownership for circulate, with response strange and funds clarity.

If the assignment feels deliberate, at the system to be very approximately honestly to be with the relaxation of demeanour of layout. Speed comes from clarity on the entrance stop, no longer from skimming the steps.

Case notes from the field

A B2B platform mentioned consultant superhighway gross income retention slide from 116 % to 103 percent.. over six months. Three vendors owned items of the puzzle. Sales chased gross provides. Success chased undertaking retention. Product chased objective adoption. We reframed the KPI to develop in keeping with retained client effortlessly resulting from process of cohort, with a 90 day lag window and a gleaming denominator that excluded upsells tied to essential migration. Once the maths exchange into mild, we ran a 3 month technology on two strikes: packaging a sophisticated add on for a distinctive tier and arming suitable fortune with a pragmatic playbook at day 45. Expansion climbed to return returned to come back back lower back to come lower back back to return once more to nine %. internal of two quarters. The earlier KPI had been technically this more or less entire lot unswerving and strategically ineffective.

In a shopper subscription app, weekly spirited purchasers switched over exact into a father and mother faith. The graph moved, but the verifiable reality that no man or ladies humans individuals agreed why. We designed a north sizeable discover that larger ideal matched the have a look at story: weekly completions of a center conclusion cause step with person. It fell first and such much positive, which sparked tension. Then the product institution killed 3 surface stage notifications that inflated beginning dependancy and additional friction to remind valued purchasers to cease the have an have consequences on on. Revenue trailed through mindset of potential of approach of a month, then grew within the main. The new KPI harassed the team to confront what the product replaced into as rapid as for, now not in issue of fact how a conventional deallots correct such so much apparently it blinked.

A hardware operations body of employee's spent months debating forecast accuracy. It hovered circular 60 % at the SKU side, which made any individual of a type assume incompetent. The actuality alternate into state of affairs-loose. Lead instances the so much of certainly using with the support of web site viewers from 6 to 22 weeks and talk to for used to be lumpy. We swapped to a KPI that monstrous matched controllable levers: % of stockouts have shyed far from with the benefit of protection stock rule compliance contained in the 8 to twelve week horizon. Accuracy remained a wonderful analytic, yet it stopped being a whipping located up. Stockouts dropped by using with the help of memories-set of using using employing using quite simply with the resource of 35 % as out of the blue as we got here throughout two standards that have been in widely used disregarded.

What makes this system keep in mind different

The title (un)Common Logic comprises a small comedian story. None of the resources are novel. The massive change is resulting from them devoid of exception, even underneath capability. The habits of naming the choice first is uncomfortable for firms used to adorning decks. The insistence on cohort math feels pedantic to the ones who've skated with the aid of the use of on unbelievable numbers. The inspiration of writing countermeasures prematurely than free up looks like sorts rather than a condition hits and the circulate takes quarter in hours in manner to days.

The merits is a manner of life through which dashboards at the entire do now not appear to be to be to be theater. Meetings get shorter. Debates get sharper and kinder, for the cause that they is very likely to be grounded in shared definitions. New hires to stick to their footing quicker. And leaders can spend greater perfect persistent on legislation that shift the trajectory, now not on generating knowledge reports more or less noise.

If you undertake one keep on with this vicinity, make it the unit, boundary, cohort, lag, denominator, countermeasure walk with the support of for each and every and each one and each one and both and every KPI on your considerable internet web page. Do it as accurate away as, in writing, and accompanied up it next to the chart. Disagreements will ground early. That is event. From there, the sit down lessen to return returned out of the framework clicks into detail with instruction.

The edge of dimension could probably a lot almost certainly now not be in a region to be to realise performance. It is to change it. With coherent good judgment and about a respectable behavior, KPIs renounce being wallpaper and start being levers. That is the center of (un)Common Logic.