Many companies do not identify and act on the correct non-financial measures. One of the four major mistakes that companies make is _______. In other words, companies attempt to measure complex phenomenon with one or two simple measures or use quantitative metrics to capture qualitative results for factors such as leadership.
A. Not linking measures to strategy
B. Not validating the links
C. Not setting the right performance targets
D. Measuring incorrectly
E. Not creating a balanced scorecard
Answer: D. Measuring incorrectly