No Results Without A System - good ideas are only effective if they are monitored and measured

摘要

Ideas make businesses grow. But good ideas are only effective if they are implemented into the operation of the business. Once they are made a part of normal business activities, their success, or lack of it, needs to be determined. Without measuring whether a new technique or process is working, it's difficult to know if the practice should be continued or abandoned. Owners and managers often are much more eager to try new ideas than they are to follow up and monitor the progress of the new practice. For example, offering customers a discount on services through a coupon mailing campaign sounds like a good idea. However, if the results of the marketing effort are not tabulated, the mailing may have ended up costing more than it produced in extra revenue.