I have left hard measures until now. Of which the usual culprit is return on investment. Accountants also like net present value which allows them to see if they could have done something more useful with the money while you were using it.  The danger about ROI and financial measures is that as long as you get your money back the assumption is that somehow that is the end of the matter, you spend money to gain money. Marketing most of the time is creating value that is a good deal more useful than immediate payback. So ROI type measures consistenly underestimate the value. And if allowed as the only or primary measure will nudge you to do things which are less risky and more immediate. In other words to have a corrosive effect. So I would urge you to look at some of the meaures with which I began earlier this week.

So to summarise what we have been looking at this week if you want to create motivation then start with measures don't leave it until someone requires you to produce a business case. That way you can choose measures which are relevant to the project and which will motivate you and those you work with to do their best. And don't forget personal measures as well. If you don't build a culture of measurement which makes a difference to you personally then you will miss a valuable source of motivation.