Success Has Two Axes

Success and failure are not one-dimensional. You must judge both whether the objective is correct and whether the execution is working. Trying harder only helps when you are pointed in the right direction.

Efficiency is doing things right, while effectiveness is doing the right things

• True Success is doing the right thing well. The objective is correct and the execution turns it into value.
• Efficient Waste is doing the wrong thing well. This is the most dangerous quadrant because progress, quality, and momentum can disguise the fact that the work should not be done.
• Failed Execution is doing the right thing poorly. The strategy may be sound, but poor execution prevents the value from materializing.
• Complete Failure is doing the wrong thing poorly. Both the direction and execution are broken, but the failure may be easier to recognize because nothing appears to be working.
• Do not respond to every failure by trying harder. First ask whether the task, goal, or strategy is correct.
• Do not trust every success. First ask whether success on the current path actually moves you toward the outcome that matters.