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+**MD file:** `KPI.md`  
+**Estimated reading time:** 11–13 minutes
+
+# KPI
+
+## Definition
+
+A **KPI**, or **Key Performance Indicator**, is a metric selected because it indicates progress toward an important business objective.
+
+Every KPI is a metric. Not every metric is a KPI.
+
+## Simple Mental Model
+
+> **Metric = something we can measure. KPI = a measurement important enough to tell us whether we are succeeding.**
+
+## How It Works
+
+A strong KPI connects:
+
+```text
+Business Objective
+      ↓
+Desired Outcome
+      ↓
+KPI
+      ↓
+Target
+      ↓
+Actions / Decisions
+```
+
+## Example
+
+If the strategic objective is streaming growth, executive KPIs might include:
+
+- Monthly Active Viewers
+- Total Watch Hours
+- Viewer Retention
+- Streaming Revenue
+
+Other metrics can still matter operationally without being KPIs.
+
+## Leading vs Lagging Indicators
+
+**Lagging indicators** measure outcomes after they happen, such as revenue or churn.
+
+**Leading indicators** may provide earlier signals, such as weekly engagement or trial activation.
+
+## How It Fits Into the Bigger Picture
+
+```text
+[[Fact Table]]
+Raw measures
+      ↓
+[[Semantic Layer]]
+Governed metrics
+      ↓
+[[Business Glossary]]
+Agreed meaning
+      ↓
+KPI
+      ↓
+Power BI
+      ↓
+Management decision
+```
+
+## My Company / Real-World Context
+
+Potential KPIs could include:
+
+- Monthly Active Viewers
+- Total Watch Hours
+- Viewer Retention
+- Video Start Success Rate
+- Advertising Revenue
+- WCAG Compliance Rate
+- SLA Compliance
+
+If everything is "key," nothing is key.
+
+## CTO Perspective
+
+Bad executive dashboards display whatever is easy to measure.
+
+Good dashboards display what is important to manage.
+
+A CTO should challenge output metrics that do not demonstrate business value.
+
+### Questions to Ask
+
+- What business objective does this KPI represent?
+- Why is it "key"?
+- Who owns it?
+- What is the target?
+- What decision changes when this KPI changes?
+- Is it leading or lagging?
+- Can we trust the underlying [[Data Quality]]?
+- Are we measuring output or outcome?
+
+## Meeting Scenario
+
+**Situation:** A department proposes 18 more metrics for the executive dashboard.
+
+**Possible response:**
+
+> "These may all be useful metrics, but which of them directly indicate whether we're achieving our strategic objectives, and what decisions would leadership make differently based on them?"
+
+## Key Takeaways
+
+- Every KPI is a metric, but not every metric is a KPI.
+- KPIs should connect directly to business objectives.
+- Leading indicators provide earlier signals; lagging indicators measure outcomes.
+- Executive dashboards should focus attention.
+- CTOs should distinguish output from outcome.
+
+## Related Concepts
+
+- [[Metric]]
+- [[Measure]]
+- [[Semantic Layer]]
+- [[Business Glossary]]
+- [[Data Governance]]
+- [[Data Quality]]
+- [[Data Lineage]]
+- [[Leading Indicator]]
+- [[Lagging Indicator]]