One of the jobs of a Virtual Chief Performance Officer is to teach the concept of "variability" to employees ... and especially Executives.
In business, things don't happen on a predictable basis. There is always noise. ALWAYS! The real world is noisy too ... look at polling errors (again) associated with the Election.
Allow me to show you an example. Here is performance for twelve-month buyers in the next month. On average, customers spent $14.42 in the next month.
- Most spent $0.
- Some spent $50.
- Some spent $100.
- Some spent $500.
- Average = $14.42.