When targets and metrics are bad for business

Unfortunately, Otis’s clients often made this metric a target by demanding that their ads achieved an unrealistically lofty CTR. Ferrari hit its metric, but the clicks were entirely meaningless — and Otis, an ad man with moral fortitude, once again began to question his place in the professional world. As a visiting professor at the London School of Economics told him, improper targets could:

And so, Otis decided to start his own company — a company where metrics would serve their true purpose: To motivate and align.

Source: thehustle.co