Making Measurement Your Compass Rather than Your Yardstick

The concept of measurement took root in PR circles during the
last recession in the early 1990s, when tight budgets dictated that
corporations pay closer attention to their returns on investment.
More than a decade later, the economy is again in a tailspin. But
now you have to toss into the deck the stink of corporate scandals
and the result is that measurement has morphed to a significant
degree into, well, accountability.