A core thread through the running-shoe business, from access to a healthy transaction

Place and context in the book

3.4 KPI, Key Performance Indicators

Look at the illustration. The first black thread runs from the company's desired financial outcome through payment, package, online customer, and onward to the runner. It rests on an understandable assumption: If the company reaches more relevant runners online, more can order, more payments can be received, and the financial outcome can improve.