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4 min read

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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6 min read

Guiding’s new badges don’t deserve this media criticism

Encouraging interests builds character now and for tomorrow

Paula Duncan is a PhD candidate at the University of Aberdeen, researching OCD and faith.

Two Brownies point out their badges.
Girl Guiding.

As a Brownie leader, what I love about Girlguiding is the perfect blend of tradition and modernity. Lots of people will have memories of belonging to Brownies or Guides. In conversation, it’s often the uniforms that people mention first – for ex-Brownies it’s always the brown dresses, or the iconic yellow sweatshirt which has now been relaunched for adults as a retro range. I will admit to buying one almost immediately and have loved wearing my tribute to the Jeff Banks design era of uniform that I loved so much as a child.  

For those unfamiliar with the organisation, Girlguiding began in 1909 with a small group of girls who joined a Scout rally and bravely asked that there be ‘something for the girls’ too. Today, Girlguiding has four youth sections: Rainbows (aged 4-7), Brownies (7-10), Guides (10-14), and Rangers (14-18).  

I’m particularly excited to go back to our weekly meetings after the school holidays because a new range of interest badges have just been launched for all sections – 78 in total! These badges are designed so that girls can choose which activities they’d like to pursue – either a new skill or hobby or learning something new. Each badge fits into one of our six distinct programme areas: Be Well, Express Myself, Skills for My Future, Take Action, Know Myself, and Have Adventures.  

A lot of the publicity surrounding the badges has been really positive – praising the organisation for representing the interests of young people. The badges were designed, after all, with the input of members and with extensive testing by groups across the UK, and feedback from 11,000 girls about the new badge offerings. My Brownie unit enjoyed being part of the testing pool for the ‘Passions’ badge, which encouraged them to think more deeply about the hobbies they have and try some new pursuits. Reading the final version of the badge when it was released was brilliant because I could really see the impact of the Brownies’ feedback.  

I’ve been disappointed to see the organisation’s new badges be subject to some heavy media criticism and that headlines have been tailored to mock, rather than share the relevant and interesting content that the badges actually offer. The Telegraph used the current tensions around gender identity to create a clickbait title: “Girlguiding ‘hostess’ badge gets gender-neutral makeover” which, inevitably, caused a flurry of (largely unpleasant) Facebook comments about identity politics. While the article itself does well to describe some of the new badge offerings, leading with a controversial heading detracts from the truth that the previous ‘hostess’ badge was discontinued as part of the programme refresh and that member feedback brought about a return of a similar offering.  

Victoria Richards writes in The Independent that: ‘Girlguiding is […] modernising the way it interacts with young people. Speaking their language. After all, what use is an organisation for girls if nobody wants to join it?’  

This does not seem to be the opinion of Lucy Mangan who writes a particularly scathing indictment of the movement in general and in a large part advocates for teaching children how to use a gun and cut down trees. Obviously unfamiliar with the Girlguiding programme, she misses that our new interest badges are just that – part of a programme that encourages girls to pursue their own interests and often to try something new! “Interest” simply means that we allow girls to choose for themselves what they are interested in learning more about. We remain dedicated to teaching core life skills (things like first aid, I’d argue, rather than using a gun) as part of the Skills Builder set of badges that progress through each section.  

An opinion piece in The Express says: ‘The new Girl Guide badges are so easy, it’s like awarding a gold star for blinking’… This simply isn’t true; even the youngest members are encouraged to try something new or improve on a skill. It’s strange that none of these critical articles come from current members or leaders. Sometimes we do offer badges for participation at an event or marking on occasion but part of the joy of those is collecting them. I love looking for a badge patch when I’m on holiday and adding them to my camp blanket. There are some fantastic blankets out there – with badges from people’s travels, awards they’ve earned, and badges they’ve swapped with others they’ve met at events.  

Why shouldn’t we be encouraging our youngest members to have courage?

Most articles – including the BBC – have chosen to lead articles with the range of badges that fall under ‘Be Well’ or ‘Know Myself’ and are therefore designed to help young people learn valuable skills in self-care and identifying the things that are important to them. They are, by nature, designed to help young people learn more about themselves and how they interact with the world.  

This leads readers to believe that all badges are ‘self-centred’ as critics like Mangan have written. Why shouldn’t we be encouraging our youngest members to have courage? Girlguiding’s research has shown that 50 per cent of girls surveyed felt anxious about their future in 2024. Showing girls how to manage feelings of worry from a young age can only be a good thing. Our Rainbows are encouraged to “share the laughter with someone else.” Brownie Guides are working on their friendship badge are asked to “spend time with a new or old friend”.  

Dig a little further and look to the other interest badges and there can be no doubt that the programme Girlguiding offers is important and helps young people to challenge themselves and build new skills. The activities offered are relevant to the concerns of young people and the betterment of their communities. Rangers are supported to learn more about voting and how to ensure their voice is heard. In a world with fast fashion and markets like Temu dominating digital spaces, Guides can find out how to make informed decisions as part of their Conscious Consumer badge. 

Brownies can learn new languages or work towards their Mechanic badge. Even the youngest girls have the chance to learn about key principles of architecture in their Construction badge – the full syllabus of which is online. For critics who say that traditional skills like knot tying, sewing, or semaphore are forgotten by Girlguiding, all of these can be found in our Skills Builders and unit meeting activities. It can be so easy to be critical of something new or something that is changing without doing any further research to find out whether the headlines are accurate. Clickbait headlines are designed to drive up traffic and revenue, but something of the truth is lost in the process.  

I am incredibly proud to be part of an organisation that offers a rich, varied programme to young people. It has helped me grow from an anxious primary school child to a leader who can recognise the value of teaching life skills that are relevant to our time and place. Right now, girls need to have the resources and support to thrive in both the tangible world, and in an increasingly digital world.  

For those disheartened by the reception of the new badges, it’s worth looking to smaller news outlets. Those who have taken the time to garner responses from members and young people are much more encouraging and help to celebrate an exciting new step in our programme. I hope that those who can see the value of the programme offered to girls through Girlguiding can use this opportunity to find out more. If anything in this article has resonated with you, please do check out volunteer opportunities. 

From someone who likes to incorporate things like Star Trek into my academic work, why shouldn’t we be able to offer a badge about Fandoms? Why shouldn’t we celebrate the things that we enjoy? There really is something for every girl, even if the loudest voices in Facebook comment sections don’t make that clear. I’m incredibly proud to be part of an organisation that brings out the best in young people (and in me as an adult leader!).  

Support Seen & Unseen

Since Spring 2023, our readers have enjoyed over 1,500 articles. All for free. 
This is made possible through the generosity of our amazing community of supporters.

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

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Graham Tomlin
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