You’re working 60 hours a week and just got promoted. Your CEO is working 90 hours a week and acquired a rival firm. The company just moved into its new offices. Funding has been approved for a team to represent the company at CES 2013. Marketing just did an internal screening of an incredible new 30-second spot to air during Mexico vs. Italy in June. None of these are results.
Results happen outside the organization where your customers perceive them. Inside your organization there are only efforts. Make your systems stronger, increase your headcount, grow your budget, hire the best people—and still, you have only effort.
On the other hand; increase sales, decrease returns, improve your customer satisfaction scores, increase the size (or frequency) of your average sale, and reduce your costs to maintain or increase your product’s value.