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Can KPIs really measure what matters?

Distilling down worth risks losing something sacred

Rick writes and speaks on leadership, transformation, and culture.

A person leans on a balcony rail.
Which box this year?
Yogi Atmo on Unsplash

I remember recently when I was reduced to a data point. I became an inconvenient name on a spreadsheet. 

"Your services are no longer needed. We have to let you go," he stated with feigned empathy. Just like that, years of my work and contributions - hours, days, weeks, months - ceased to matter. I didn't matter. "HR will contact you shortly to explain the final details. Again, I am truly sorry." 

The Zoom meeting ended, the camera went blank. I sat in my home office, staring at the blank screen of the company-issued laptop. The only sounds were the disheveled thoughts scrambling in my head and the gentle hum of the fan circulating cool air from the ceiling above. All went quiet. Just like that I was reduced to a KPI - a key performance indicator.

Having spent years in the business world, I'm well-acquainted with its dynamics, including hiring and firing. I recognize ambition and its relentless pursuit of progress. Still, it felt like a personal blow, like a scene on Instagram or YouTube you replay endlessly on loop, trying to comprehend, trying to make sense of it all.

As your value is quantified and found wanting, a sacred inner part of you perishes. In that moment, it’s hard to feel the wonder and mystery of your creation. You don’t feel what for centuries has been called the imago Dei - that we humans are made in God’s image. Instead, you think about how you were just told “we don’t need you.” You think about paying your bills? How will this impact your career? Where will you find your next job? 

As a leader, I understand metrics are crucial for business. However, this pervasive culture of metrics has warped our perception of worth. Instead of marveling at the wonder of being made in the image of God, we have become trained to value only what can be counted. We’ve become both deaf and blind to the unquantifiable beauty of human existence.  

We’ve prioritized metrics over people. We’ve created a world where efficiency presides over meaning and productivity overshadows purpose. Ironically, this has crippled entire organizations, not optimized them. Critical components like morale, engagement, and productivity are at an all time low. Just check the numbers. (See what I did there) 

We have built a ruthless culture defined by a dehumanizing machinery of metrics. People have become problems to be optimized rather than mysteries to be revered. 

If we let our job define us and if as leaders we let it define our mystery and those we lead, we succumb to a cancerous, spiritual violence. To treat a person as a set of outputs is to willinging deny our capacity to reflect a divine truth.   

Does it have to be this way?

William Blake's poem, "The Divine Image," eloquently conveys a core theological principle: humanity mirrors the divine, embodying God's very image. We are an irreducible, immeasurable value. 

For Mercy, Pity, Peace and Love

Is God, our father dear

And Mercy, Pity, Peace and Love

Is Man, his child and his care.

Are we imago Dei? Are we the very image of God the first chapter in Genesis speaks of?

Is this true? Are we always irreducible, immeasurable? Or is this just a conversation to have in a broader discussion when contemplating humanity’s place in the cosmos? 

What about the workplace? What about when human worth is distilled into key performance indicators that then become the only thing measured, the only things that defines a person’s worth? What happens when our irreducible human value, this imago Dei is distilled to mere data points on business dashboards? To KPIs.

On one hand, nothing happens; we are still a complex mystery of God’s creation. We are still immeasurable, irreducible. We are imago Dei. On the other hand, something does happen to the person. Something sacred is expunged. Our infinite complexity like emotions, dreams, quirks, ideas, feelings, and virtues are reduced and transcribed into metrics and evaluated against random data sets. Perhaps this is where the shallow quip originates? “It’s not personal. It’s just business.” 

I mean I get it. In the business world, we are a metrics driven culture, quantifiable data points are seemingly the only identifier of worth. It drives the business, right? 

We read in our company handbooks that, “our people make the difference.” In reality, we all know that data is the true currency. It is here, I argue, that the soul gets buried beneath spreadsheets and the image of the divine is lost within a myriad of data sets. 

We must raise a quiet but profound rebellion. 

Our spirit of God’s very image that thrives in a mutual wonder and shared humanity cannot be replaced by a zero-sum race for higher scores. 

Ask someone at work “How are you doing?”, actually listen to them and engage, and only then ask, “How are you doing with your targets?” Metrics are important, but the person behind them is essential.  

When we become our job or when we think those we work with are defined only by how well they do their job, we are all vulnerable to this sacred loss. Our goal is not our job. Our purpose is not how and if we hit our metrics.  Instead, our sole aim should be to seek how to better understand this mystery of this life - this imago Dei - that we have been given and how to share it with others.  

This reminds me of the saying, "Not everything worthwhile can be measured, and not everything that can be measured is worthwhile."

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The Sycamore Gap vandals were chasing the wrong sort of fame

Fifteen minutes of notoriety is nothing - just ask St Cuthbert.

Graham is the Director of the Centre for Cultural Witness and a former Bishop of Kensington.

A felled decidious tree lies sprawled on the ground. The freshly sawn stump and roots are in the foreground
The stump of the felled sycamore tree.
Wandering wounder, CC BY-SA 4.0, via Wikimedia Commons.

It was Andy Warhol who is said to have uttered the famous statement: “In the future, everyone will be world-famous for 15 minutes." Never mind the fact that the quotation has been attributed to other people as well, whoever came up with it first can hardly have anticipated how quickly it would come true.  

In our times, social media has democratised information. We all now have our own individual press office, issuing our considered statements to the world in the form of Instagram or Facebook posts, comments on X, reels and the like. Secretly we all hope one of our gems of wisdom, a joke or a video of something weird will go viral - in a positive way - and we will get our 15 minutes of fame.  

I was thinking of all this recently on a walk by Hadrian's Wall in Northumberland in the North-east of England. It so happened that on that very day, the Wall was in the news, as the two men who had cut down the famous tree at Sycamore Gap – the one featured in the Robin Hood film - were convicted of the crime. We looked up at Sycamore Gap, and it was just that - a gap – denuded of its tree, it is now just like any other depression in the escarpment over which Hadrian's Wall runs. Only you couldn't avoid the memory of the distinctive tree silhouetted against the sky which was no longer there, like an awkward smile with a tooth missing. 

The story of Daniel Graham and Adam Carruthers is a pretty unsavoury one. Two fairly low life characters without a great deal of purpose seem to have thought of this as a clever stunt which would somehow impress people. The video would go viral, they hoped, and they would be famous - maybe for 15 minutes - basking in the global coverage of their daring action. They seem to have totally miscalculated the affection with which the tree was held and the outrage this stupid act generated. They got their notoriety but not in a good way. Today they wait anxiously to see whether this mindless act of vandalism will lead to a prison sentence. 

It is perhaps another symptom of our culture’s desperate desire for fame. Social media is full of influencers who are famous for not much more than being famous. Similar stunts, one more outrageous than the other are performed daily, recorded on YouTube and put out there to gain attention. We are addicted to fame. 

The hapless pair were desperate for their moment of fame and got it in a particularly nasty form.

On the same Northumberland trip, not very far away, a very different approach to fame caught my eye. Cuthbert, a seventh century hermit was one of those hardy Christian monks and missionaries who spread the faith in these islands in the wake of the fall of the Roman Empire. He was known for his piety, astonishing miracles and sympathy with nature. His biographer, the Venerable Bede, tells us he would walk into the cold North Sea, standing up to his neck in water to pray, in order to increase his ability to focus on God, the object of his prayers, not the yearnings of his body. On coming out of the water, sea otters would come and warm his feet, sensing that this man was in tune with the heart of the universe and should be cared for and protected.  

As his fame grew, Cuthbert tried to find more and more ways to run away from it. He was given permission to leave his monastery in Lindisfarne to go out alone to live on the remote Farne islands, far from prying eyes, giving him the freedom to focus on the one object of his desire - to know God through a deep life of prayer and meditation. People would try to come to see him, fellow monks bringing supplies, or pilgrims looking for a word of wisdom from the holy man, yet his focus was ruthless. Eventually, says Bede, “he shut himself away from sight within the hermitage, rarely talking to visitors even from the inside, and then only through the window… in the end he blocked it up and opened it only to give a blessing or for some definite need”. 

The difference between Graham / Carruthers and Cuthbert could hardly be more stark. The hapless pair were desperate for their moment of fame and got it in a particularly nasty form - fame that turns out to be more like shame. Cuthbert fled from fame, longing for the attention not of other people but of his Maker and Redeemer.

Cuthbert’s relentless pursuit of God, and its results in a remarkable life - weird in a different and more nourishing way than the stunts on YouTube - fascinated people. After he died, his bones were transferred to Durham Cathedral where they still lie today. You find the name of St Cuthbert everywhere in the North East – on schools, road signs, coffee shops and fishing boats. It’s a name that will endure after the destroyers of the sycamore tree are long forgotten. We're still talking about Cuthbert 1,400 years later. 

Fame is an elusive and dangerous thing. Tom Holland once called it “a beast that you can't control or be prepared for.” If you chase it, it rarely turns out well. More often than not you get the wrong kind of (unwelcome) fame. The best kind comes when you’re not making fame itself the thing you’re looking for. If you ignore it, and seek something more satisfying, something really worth attention – which for Cuthbert was God, the source of all beauty, truth and goodness - you won’t be worried whether you’re famous or not, because your heart will be full of something much more lasting and worthwhile.

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If you enjoy Seen & Unseen, would you consider making a gift towards our work?

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Graham Tomlin
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