Enterprises love activity. Activity is easy to measure, easy to report, and easy to celebrate. Outcomes are harder. They cross departments, span quarters, and don't fit neatly into a single dashboard.
That's why organizations optimize activities instead of outcomes — and why The KPI War™ keeps showing up. Marketing optimizes leads. Sales optimizes velocity. Operations optimizes cost. CX optimizes effort. Every team wins. The enterprise's number doesn't move.
Closing the gap means engineering ownership around outcomes the customer actually cares about — resolution, effort, trust, retention — and governing those outcomes the same way finance governs spend. Until that happens, activity will keep winning the scoreboard while outcomes quietly lose the business.
Related: /ownership-gap-framework · /results · /donna-lightfoot · /book.