1.2 The Problem as a Compass

Attention is not the same as action. Quick wins carry another risk: They can make movement look like direction.

A press story can open a door. A new website can make it easier for a customer to understand the company. An activity only becomes progress when it makes the problem smaller, creates new knowledge for the next decision, or produces a change beyond you.

There is a difference between being able to tell people what you have done and being able to show what has changed.