Assessing Impact of Media

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Against metrics: How measuring performance by numbers backfires

Jerry Z. Muller, professor and author of The Tyranny of Metrics, argues that our collective fixation with applying metrics to assess progress can “discourage initiative, innovation and risk-taking” by incentivizing people to “game the system” and sacrifice long-term goals for short-term ones that are more easily quantifiable. This is a challenge across all industries—not just in philanthropy.

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