Will It Make the Boat Go Faster?

That’s the first question to ask of any metric, any tactic, any strategy.

I heard it posed recently by George Weiner of the digital agency Whole Whale in an episode of Big Duck’s “The Smart Communications Podcast.”

Weiner borrowed the question from the book of the same name, about a British Olympic rowing coach that asked his mediocre team to ask that question of every single thing they did in training.…