Utah Valley Chamber – Principle #2: Measure twice, cut once

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Editor’s note: Curtis Blair is the president and CEO of the Utah Valley Chamber of Commerce. He describes himself as an entrepreneur and business alchemist. Over the past couple of years, Blair interviewed many of Utah County’s C-Suite leaders about principles that helped make their organizations successful. He is sharing those principles in a series of 10 articles.

The axiom “measure twice, cut once” emphasizes the importance of careful planning and preparation before taking action. It also encourages people to think, plan, test, measure, drive accountability, and learn. This principle may ring familiar, as this concept was brought to life by Eric Ries’ book: “The Lean Startup.”

In his book, Ries introduces a methodology for building and growing successful startups through an iterative process and validated learning. The book highlights the value of a build-measure-learn feedback loop, where entrepreneurs build a product, measure its performance and customer response, and then learn from the results to inform the next iteration.

By adhering to the philosophy of “measure twice, cut once,” organizations can maximize their chances of success by diligently gathering data, analyzing feedback, and making informed decisions during each iteration of their journey.

An exemplary application of this principle can be seen in Apple’s approach to the development of the iPhone. Steve Jobs famously stated, “You’ve got to start with the customer experience and work backward to the technology.”

Apple invested significant time and effort into meticulously measuring the market, analyzing consumer needs, and carefully planning the features and capabilities of its product. The company conducted thorough market research and identified the shortcomings of existing smartphones, such as complicated user interfaces and limited functionality. The result of Apple’s measured approach was a highly successful product launch.

Conversely, failing to measure or conduct comprehensive due diligence before executing can have disastrous consequences. An illustrative example is HP’s attempt to merge with Compaq in 2001. While HP conducted initial measurements, including financial analysis and market research, the process was not robust enough to uncover potential risks and challenges.

HP subsequently faced difficulties in integrating the two organizations and their cultures, resulting in internal conflicts, leadership clashes, and market share losses. This demonstrates the importance of investing time and resources in extensive measurements and due diligence upfront, even if it prolongs the decision-making process.

Jim Evans, former vice president of Xactware and current executive director of America’s Freedom Festival in Provo, emphasizes the significance of measuring and planning for success while introducing the idea of accountability. He believes that accountability increases the chances of successful outcomes and should begin at the earliest opportunity.

Evans shares several ideas that align directly with the principle of measuring twice and cutting once:

1. Hire good people; and if possible, hire individuals who surpass your own skill set and talents.
2. Ensure that your employees understand their roles and the desired direction.
3. Set specific outcomes that can be measured.
4. Establish agreed-upon accountability checkpoints along the project path.
5. Have individuals set their completion date, which can be agreed upon. Get them to commit to its feasibility or renegotiate a valid date.
6. Trust in your employees’ abilities, allow them to work without unnecessary interference, and stay out of their way!

Evans adds, “Don’t give an assignment without an idea of what success looks like and how to measure it. Praise them in public for a job well done and provide the feedback for improvement in private, in a teaching, coaching fashion.”

In summary, when key stakeholders in an organization are empowered to continually test assumptions, gather data, and learn from customer feedback, they can build products, develop their people, and establish businesses that are more likely to succeed and thrive in the marketplace.

Join us and roll up your sleeves with other members of the Utah Valley Chamber of Commerce to celebrate the work that has been accomplished and engage in the ongoing efforts to maintain and improve the quality of life in Utah County for future generations.