KPIs Can't Save You

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Most founders think constantly monitoring KPIs keeps them in control of their business, but actually, it's preventing them from doing the work that matters.

I used to be that founder who lived in my analytics dashboard. Multiple tabs open at all times. Refreshing revenue numbers hourly. Creating complex spreadsheets to track every micro-fluctuation in our metrics.

I thought I was being diligent. Responsible. Data-driven.

I was wrong.

After years of running startups, I've discovered a counterintuitive truth: the more frequently you check your metrics, the less effective you become at actually improving them.

tl;dr:

• Constantly checking metrics creates emotional turbulence without producing meaningful action

• Your time is better spent executing the activities that actually improve those metrics

• This focused approach paradoxically leads to better results with less anxiety

The Metrics Treadmill

When I first started my company, I believed that vigilance was the key to success. If something went wrong, I wanted to be the first to know. I'd start my mornings with a detailed review of yesterday's numbers, check in mid-day to see how we were trending, and often end the evening with one last look.

This cycle wasn't just time-consuming—it was emotionally draining.

On bad days, I'd spiral into catastrophic thinking: "We're doomed. This line is trending to zero. How will I pay my mortgage? I'll have to move my family in with my parents. How embarrassing."

On good days, I'd swing to unbridled optimism: "We're flush with cash! Growth is exploding! Should I get the standard 911 or splurge for GTS?" Spoiler alert, I didn’t buy either.

Our fractional CFO Kathy repeatedly called me out on this behavior. "What are you doing differently after checking each time?" she'd ask. I had no good answer, but I justified it anyway. I was terrified something would suddenly break, and I wouldn't catch it if I wasn't monitoring every move.

The Startup Survival Game

Having a startup is remarkably similar to having a newborn—it's constantly finding creative ways to try to kill itself. In those early days, existential crises emerge daily, sometimes hourly. Eventually, they stretch to weekly, then monthly, then quarterly.

Then, just when you think you've established a rhythm and finally book that long-overdue vacation... boom, back to weekly crises again. It's a natural cycle in the startup journey, but our response to it doesn't have to be frantic dashboard-refreshing.

This rollercoaster left me paralyzed—a mere passenger on a train, staring at metrics and hoping we were heading in the right direction. I was watching the business instead of steering it.

The Moment Everything Changed

The breakthrough came during a particularly tight month. We needed to sign two more customers to meet our cash flow requirements. I found myself checking our pipeline forecast hourly, as if staring at it would magically generate new deals.

Then it hit me: these compulsive check-ins weren't changing anything. If we need two more customers this month to survive, that fundamental reality remains unchanged no matter how many times I refresh the dashboard. I was hoping that something would magically change and all would be better. Unfortunately, the only magic in my household is in my kids books and some trading cards from highschool. 

My time was better spent focusing on the most important thing—finding and closing those two customers—rather than ruminating on possible outcomes or indulging in wishful thinking.

Metrics Without Action Are Just Numbers

What I realized was that unless I was going to change something based on what I saw, looking at metrics this frequently was pointless. It was performative diligence rather than actual productivity.

If I was taking the right actions and building the right habits, results would follow with time. If not, I needed to focus on changing my approach, not refreshing dashboards.

The question I now ask myself is simple: "What am I going to do differently based on this information?" If the answer is "nothing right now," then checking the metrics is just emotional self-flagellation.

The Two-Occasion Rule

So I made a commitment: I only look at metrics in two specific situations:

1. When preparing formal reports (board meetings, investor updates)

2. When considering a strategic change in our approach

This disciplined restraint has transformed my effectiveness as a founder. Instead of being trapped in the emotional turbulence of daily fluctuations, I now focus on building systems and habits that drive consistent progress.

When I do review metrics, it's with purpose and perspective—understanding the longer trends rather than being reactive to daily noise.

The Paradoxical Result

The irony? Since I stopped obsessively tracking our numbers, they've improved dramatically. By focusing on the activities that actually move the needle—talking to customers, refining our product, building my team, closing deals—I've created the results I was previously just hoping to see.

This isn't about ignoring data or flying blind. It's about using metrics strategically rather than compulsively. It's about being intentional with your attention.

What This Means For You

If you find yourself reflexively checking dashboards multiple times a day, ask yourself:

• What specific action will I take based on what I see?

• Is this check-in informing my strategy, or just feeding my anxiety?

• Could I be spending this time doing something that actually improves these numbers?

Close those dashboard tabs. Set a specific time for metrics review—weekly or even monthly for most measures. And spend the rest of your time doing the work that actually creates the results worth measuring.

Because when it comes to startup success, watching the scoreboard doesn't win the game—making the right plays does.

And no amount of refreshing your analytics will substitute for the hard work of finding, understanding, and serving your customers.

Do you ever get glued to your dashboard or forecast? Or am I the only one to get stuck in a loop. Hit me back and let me know which dashboard you get stuck on.

Collin

PS -