UBA067 - You Become What You Measure

The Art of Defining Success

Following on from recent trends that have inspired me, I was on a client call were I heard the phrase, "You become what you measure." This resonated deeply as we often get asked to assist with brand strategy, thought partnerships, and the development of wider campaigns.

In that discussion, we talked about our approach to brand archetypes and the ‘soul’ of a brand to spider graphs versus matrix diagrams—tools that help us delve into the depth and three-dimensional thinking required to understand a brand truly. The goal is to create brands with soul, ones that are relatable and easy for customers, employees, and partners to understand, connect with, and believe in.

H.A.P.P.Y

In the small Himalayan kingdom of Bhutan, the success of a nation isn't measured by economic output alone. Instead, Bhutan introduced the world to the Gross National Happiness (GNH) index, a holistic measure that prioritises the well-being of its citizens over mere financial growth. By focusing on factors like psychological well-being, cultural preservation, environmental sustainability, and good governance, Bhutan has redefined what it means to succeed.

This unique approach challenges the conventional metrics that most of us have come to accept as the benchmarks of progress. It poses a question we all need to consider: What are we measuring, and how is it shaping who we are becoming?

As individuals and businesses, we’re bombarded with metrics. From follower counts and engagement rates to revenue targets and performance reviews, these numbers are supposed to guide us. But here’s the kicker—these metrics don’t just guide; they transform. They begin to dictate our priorities, influence our decisions, and subtly mould our identity.

Take, for example, the rise of social media influencers. Many start with a passion for content creation, but as follower counts and engagement metrics take centre stage, the content often shifts to what will perform well rather than what feels authentic. The measure of success becomes synonymous with the number of likes, shares, and comments. The result? A shift from genuine creativity to calculated performance, where the creator becomes what the algorithm rewards.

The Corporate Conundrum

Of course, businesses aren’t immune either. In fact, they’re perhaps even more susceptible to this transformation. Consider a company that measures success primarily by quarterly profits. Over time, the focus inevitably shifts towards short-term gains at the expense of long-term vision, innovation, and employee well-being. The business begins to resemble the metrics it values-driven, perhaps successful on paper, but potentially hollow and unsustainable in the long run.

The same principle applies from a brand’s point of view. If price and cost are what you measure, you'll find yourself comparing your brand to others purely based on price points, potentially justifying your positioning through cost efficiency alone. However, if you measure success through services, sustainability, or innovation, you'll find yourself surrounded by what some could argue are healthier peers—brands that prioritise long-term impact, creativity, and meaningful customer relationships. These brands often foster a more sustainable competitive advantage, as their focus extends beyond mere cost comparison to areas that genuinely resonate with a conscious and engaged audience.

The Case of Swoosh

I have a lot of love and respect for Nike. Over the years, I’ve built great friendships, worked on incredible projects, and helped redefine and build a brand playbook that’s both referenced and revered across the industry. Nike has been a pioneer in many ways, setting the standard for what a global brand can achieve.

However, recent criticisms of Nike illustrate the risks of focusing on certain metrics to the exclusion of others. Despite its many achievements, Nike has faced scrutiny over issues ranging from labour practices to sustainability. Critics argue that in its drive for profitability and market dominance, Nike has sometimes overlooked the very values it promotes—such as fairness, inclusivity, and environmental responsibility. The backlash against the brand highlights the dangers of measuring success primarily by financial growth and market share while potentially neglecting the broader impact on workers, communities, and the planet.

This criticism reminds us that when brands focus too narrowly on metrics like cost efficiency or quarterly profits, they risk alienating their customer base and undermining their long-term reputation. It underscores the importance of balancing economic success with ethical considerations and sustainability—metrics that can strengthen a brand's identity and ensure its relevance and trustworthiness in the long term.

Consider a Different Approach

Consider a brand like Hermès, which measures its success not in days, seasons, or even years, but in decades. Hermès doesn’t chase trends or respond to the pressures of fast fashion; instead, it pursues a radical strategy—scaling hand craftsmanship, heritage, and timeless quality. Loyal clients will wait years simply for the opportunity to buy one of the company’s flagship Birkin or Kelly bags. This long-term perspective allows the brand to maintain its exclusivity and relevance across generations, positioning itself in a league where the metrics of daily sales or seasonal performance are secondary to enduring legacy and sustained excellence.

Similarly, the John Lewis Partnership, an iconic and much-loved UK brand, measures success by employee satisfaction and community involvement. It reflects its cooperative model where employees (partners) share in the profits and decision-making. This approach ensures that John Lewis maintains a strong connection with its workforce and customer base, reinforcing its reputation for quality service and ethical business practices.

A Shift in Perspective

So, what’s the alternative? How do we avoid becoming victims of our own measurements? The answer lies in redefining what we measure and, by extension, how we define success. As someone once told me, if you're too busy looking over your shoulder, you can’t see where you are going!

First, we must broaden our metrics to include qualitative aspects. For creators, this might mean valuing the impact of their work on their audience rather than just the numbers. For businesses, it might involve measuring employee satisfaction, innovation rates, or community impact alongside financial performance. These broader metrics encourage a more holistic approach to success, where long-term value and sustainability take precedence over short-term gains.

Second, we need to recognise that not everything worth measuring can be quantified. How do you measure the trust between team members or the cultural impact of a brand? Some of the most critical aspects of success are intangible, and that’s okay. Embracing the qualitative can free us from the tyranny of numbers and allow us to focus on what truly matters.

Becoming What Matters

Ultimately, the goal is to align our metrics with our values. What we choose to measure should reflect not just what we want to achieve but who we want to become. If we value creativity, let’s measure our willingness to take risks and explore new ideas. If we value community, let’s track our contributions to social good, not just our bottom line.

By choosing our metrics wisely, we don’t just manage our success—we shape it. And in doing so, we ensure that we become not just what we measure but what truly matters.

Written by Mark