Rethinking KPIs for Sustainable Growth with Zeeshan and Karina Hayat
In an era defined by rapid change and fierce competition, many organizations become narrowly focused on today’s wins and short-term performance indicators. Zeeshan and Karina Hayat highlight that this narrowness — strategy myopia — can hold a company back, preventing it from preparing for what’s next. But businesses that excel in creating lasting impact don’t settle for optimising the past. Instead, they redefine the present to create the future. Here’s how forward-looking leaders break out of the myopic cycle:
Challenge Conventional Metrics
Zeeshan and Karina Hayat advocate for challenging traditional metrics that prioritize immediate results. They believe it’s easy to overvalue metrics that show immediate results, but genuine progress often starts with inefficiency. Consider Amazon’s early days: shipping every book at a loss to establish a robust customer base. Leaders who go beyond standard metrics know that today’s slight losses can yield tomorrow’s transformative breakthroughs. Real strategy is rooted in evolving challenges — and in embracing short-term inefficiencies that build long-term advantage.
Anticipate Tomorrow’s Customer
Strategy myopia sets in when organizations focus more on what they currently offer than on who they’re serving. Instead of safeguarding today’s offerings, visionary leaders imagine what future customers will want. A prime example is Spotify, which transitioned from a simple music streaming service to a comprehensive platform that now includes podcasts and personalized playlists, constantly adapting to listener preferences. Zeeshan and Karina advocate for strategies grounded in a deep understanding of the customer journey and evolving alongside customer expectations. They believe that anticipating tomorrow’s customer is what allows businesses to adapt and thrive over time.
Build a Nimble Team
Effective strategy requires a willingness to be unconventional, including building a team not defined by traditional hierarchies. When Adobe shifted to a subscription model for its software, it empowered teams to experiment and iterate rapidly, allowing them to respond to customer feedback and industry trends. An adaptable workforce enables organizations to pivot quickly and focus on delivering distinct value, rather than clinging to established routines.
Start Small to Grow Big
Disruptors often start by addressing niche markets with products that are not perfect. The path to growth lies in learning from these early ventures and scaling from initial feedback. Take Tesla, for example; its first electric vehicles were far from flawless, but by iterating based on user experiences, Tesla revolutionised the automotive industry. Zeeshan and Karina advise entrepreneurs to launch early, gather insights, and refine offerings to meet real-world demands.
Ask Provocative Questions, Seek Dynamic Answers
Rather than hunting for ready-made answers, innovative leaders approach strategy by asking, “What if?” These open questions lead to unexpected answers and reveal unmet needs, inviting teams to build solutions that may eventually redefine entire industries. The questions are what help organizations see beyond today’s demands to tomorrow’s possibilities.
Together, Zeeshan and Karina Hayat emphasize the importance of big questions and long-term vision, positioning an organization not just to survive but to achieve transformative, meaningful growth.
Conclusion
In many organizations, leaders often feel pressured to focus on urgent tasks and immediate deliverables. However, as history has shown, going in the wrong direction at high speed can ultimately lead to failure. Real success lies in asking big questions and envisioning long-term impact, positioning your organization not just for survival but for meaningful, transformative growth.
What unconventional question could spark the next big idea for your business?