This short video illustrates how unintended consequences can occur when setting broad goals for an online business.

It’s believed that in the 1800s, the British Empire wanted to reduce deaths caused by Cobra bites in India. Thinking the best solution was to reduce the number of Cobras, they offered a financial incentive for every Cobra skin brought to them.

People saw an opportunity to earn a quick buck and started farming cobras. When the government caught on and removed the incentive, Cobra farmers released their snakes increasing the overall cobra population. You can see how this was problematic.

What does this have to do with your business and its goals?

Using health metrics to measure progress against your goals will ensure your team engages in activities that will benefit the business as a whole.