The document provides advice and best practices for using metrics and measurements to tell an effective story, rather than just providing numbers, through discussions and exercises on defining good metrics, identifying issues with traditional metrics, and how to invoke change in organizations stuck relying on bad metrics. It cautions that measurements should have a clear purpose and relationship to what is being measured to avoid misinterpretation and unintended behaviors. Experts recommend focusing on the underlying questions and story, involving stakeholders, and refusing to condone misleading numbers rather than just counting for the sake of counting.
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