Cover page by Marc McNeill, Lindsay Ratcliffe

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Listen and measure

With any amount of change you have to consider the impact on existing customers and be able to measure the impact of the changes. With large-scale changes you increase the risk of alienating customers and it’s much more difficult to understand where the problem lies. With small, incremental releases it’s much easier to measure the impact and roll back to a previous version if necessary.

We might have high-tech tools at our disposal, but the rules of business are still the same. To achieve success we have to listen to customers, measure our efforts, and make informed decisions about the actions and adjustments needed to maximise potential opportunities.

Until recently, measuring was a mind-numbing, laborious activity done by ...

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