A man searches for his keys under a streetlight at night.
A passer-by asks: Did you lose them here?
No, over there. But the light is here.
That is exactly what happens in most strategy reviews I work with.
People measure what is easy to measure:
- Output hours instead of outcomes. I was in the office. But what decision was made?
- Tool adoption instead of decision speed. Everyone has Copilot. Are you deciding faster?
- Engagement score instead of trust. High eNPS. Yet nobody tells the truth in meetings.
That is the streetlight effect in the strategy office.
We optimise where the light is.
And later wonder why nothing improves despite all the KPIs.
The uncomfortable metrics — decision speed, trust, quality of outcomes — remain in the dark.
Not because they are unimportant.
But because they hurt.
The one question for your next strategy review:
What do you measure today because it is easy — and what do you avoid measuring because it hurts?
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