As we teach it, if you mean it, you measure it. Measurement is one of the eight critical exchanges in any transaction. The simple objective is to collect, organize, and report the vital measures of activity; to understand the results and consequences of your labor, work, and action.

To measure the result of an activity is to understand the true nature of results. Results are an outcome of activity, not something produced independent of activity. You can’t promise results (without the fitness to back it up), but you can promise activity – which is measured.