Why is measurement so important?

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I've heard all the cliches: you get what you measure, you can't manage without measures, blah, blah, blah… But I really would like to have a quick, easy and very persuasive response when someone asks me why measuring performance is so important. Usually it's people who have been told to report on what they do, but they don't really report on results, just activity. They just don't seem to get it.

Anyone got some suggestions for what you've tried and what works?

thanks, helen

Hi Helen, I'm trying to write an introduction to an intranet page with the question 'Why measuring performance is important' and found you were looking for the same answer.  Is it really about evidencing achievement?