rephrase this "1. Measure not only the company's own information but also that of competitors and the whole industry, for a better performance assessment 2. Do not dwell too much on previous year's results. The company may refer to previous years' data, but the focus is on the future, what decisions and strategies to implement in order to further improve growth in business 3. Do not focus your measurement on numbers only. Think of collecting feedback from customers on products and services, and other non-quantitative ways of measurement 4. Do not game and play with your metrics for wishful thinking and denial, instead, create an effective performance measurement that work on facts