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Myth Busters

Measuring what matters

by Wendy Lipton-Dibner
Indian Management August 2025

Busting the following myths:
MYTH 1: Revenue should be the top priority of organisations and entrepreneurs in every industry.
MYTH 2: Employee disengagement is increasing—leader training is the solution.
MYTH 3: Employee layoffs and scaled-back marketing are the correct response to economic uncertainty.
MYTH 4: Marketing research tells us all we need to know about what people want.
MYTH 5: When it comes to strategic and operational growth systems, there’s nothing new under the sun.

Wendy Lipton-Dibner is the author of Measuring what matters

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