Be Careful What You Measure

Seth Godin on what to obsess over:

What are you tracking? If you track concepts, your concepts are going to get better. If you track open rates or clickthrough, then your subject lines are going to get better. Up to you.

It’s long something I’ve believed: if you measure it, you will attempt to maximize it, even if the metric is something you’d rather minimize, like CO2 emissions.