Miles Nurse

Six things, and what they turned out to be.

Every one of these was already known inside the company. Nothing here was discovered. The left column is what it was called when I arrived. The right column is what it was.

WHAT IT WAS CALLED WHAT IT WAS A support number Churn · sat there about a year The ceiling on the whole company A thing to shut down An analytics product · ten months of almost no sales The reason two other things worked Get people to create a project Activation · what every onboarding in the industry said Each project made them less likely to pay A salary nobody could afford A conversion specialist A feature, for the people priced out of it A target to plan against Average contract value An output. Somebody else sets it, at the point of sale A one-year curriculum A design school A career incubator nobody had named

Swipe the figure sideways

Nothing on this chart is measured, and the connectors are all the same length on purpose. There is no unit for the distance between a wrong name and a right one, and drawing one would be inventing a number. The only thing being shown is that six times, in six companies, the gap existed and nobody in the building had crossed it.