From Tom Asacker:

Ask them if your organization, your culture, is producing the results it is designed to produce?

It’s a trick question. A sort of business koan.

The answer is “yes.”

If you don’t like the results your thing is producing, you don’t change how you think or approach it, you change how it’s designed.

If your marketing campaign isn’t producing the results you were hoping for, change the campaign. Or change the target, I suppose.

Everything is an experiment. Every brief or KPI target a hypothesis.

If you get unexpected results, redesign the experiment.