"Let's imagine an intentionally perfect scenario for a moment. You show a trial audience the vision for a new experience, and they express universal passion and excitement; the responses are off the charts. Your employees, fellow executives, and even your loved ones, everyone is inspired by the newfound energy within the audience and believes this vision will catapult the business forward."
"Let's fast forward to sometime later, be it a day, week, month, or year, to when users see the product en masse for the first time, and what's in front of them is not the vision that inspired so many people to drop everything and work for you. It's, unexpectedly, worse. An impossibly perfect vision, team and process were in place. So what happened?"
"However, I've seen too many occurrences where process moves a team's focus away from the vision, leaving gamers stranded with a product focused on anything other than what they need, let alone desire. The most insidious failures for users and businesses happen when well-intentioned measurements, designed to support a clear and innovative vision, instead tear it apart. It's a failure mode hiding in plain sight within the systems leaders trust."
Achieving success in the $200 billion video games industry requires inspiring deep passion and loyalty among players. Clarity of vision and executional excellence must work together to deliver experiences people love. Organizational process and measurement systems can inadvertently shift focus away from that vision, producing products that fail to meet user needs and desires. Well-intentioned metrics and sophisticated methods can become fragmented goals that tear apart original intent. Even enthusiastic early audience feedback and a talented team cannot prevent vision loss when daily processes prioritize measured outcomes over holistic user journeys. Leaders must recognize measurement failure modes hidden within trusted systems.
Read at Fortune
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