Now updated with new research and even more intuitive explanations, a demystifying explanation of how managers can inform themselves to make less risky, more profitable business decisions. This insightful and eloquent book will show you how to measure those things in your own business that, until now, you may have considered "immeasurable," including customer satisfaction, organizational flexibility, technology risk, and technology ROI. The book adds even more intuitive explanations of powerful measurement methods and shows how they can be applied to areas such as risk management and customer satisfaction, and asserts that any perception of "immeasurability" is based on certain popular misconceptions about measurement and measurement methods. It examines the common reasoning for calling something immeasurable, and sets out to correct those ideas, and offers practical methods for measuring a variety of "intangibles". Drawing on recent research, especially in regards to methods that seem like measurement but are in fact a kind of "placebo effect" for management, the book explains how to tell effective methods from management mythology.

Section One: Measurement: The Solution Exists.