Measures drive behaviours, argues Alison Bond, so it is essential that the all of an organisation’s measures are aligned and on course, asking for the right action for the right reason. Importantly, it is not just profit that needs to be measured - less tangible matters such as reputation and human capital need to be too, but these get too often put into the “too tricky to measure” category. She explains that these things are easier to measure than people think.