At the next level, you want to know if you’re using the right strategy to achieve the behavior change (objectives) you wish to see.
Remember the example of the strategic objective and strategy, set out below.
|Get existing members to share their best tips within the community to increase customer satisfaction and usage of the software.||Our strategy is to get regular members to feel jealous of top experts and encourage others to share their tips to also be recognized as an expert by their peers.|
You want to measure if the change in attitude (jealousy/awe /envy of top experts) is actually causing the desired behavior change you wish to see. This means you first examine whether the objective is being achieved and then we look at whether this is due to the strategy or is in spite of the strategy.