Find out how the best leaders use KPQs, not just KPIs.

In Afghanistan: “Are you sure that wasn’t an offensive engagement?” the general queried.

“Oh, yes, sir, that incident should be an offensive engagement and not an enemy-initiated attack.”

A small business: “Our sales team once again exceeded our quarterly targets. I would like a bonus for them.”

A major U.S. bank: “The number of customer accounts is increasing, so we are on the right track.”

My abortive Facebook ads campaign: “Your Facebook likes on this video are over 250,000, so the social media strategy is working, and we should buy another round of ads.”

These examples point to a central problem with key performance indicators: people manage to the metrics.

The general in Afghanistan was convinced that a higher number of offensive engagements (coalition forces attacking the Taliban) than enemy-initiated attacks meant we had the initiative. He got the metrics he wanted.

A small business paid bonuses based on gross sales before discovering that many of its biggest clients were money losers. The KPIs were driving behavior that was destroying the company.

Wells Fargo’s KPIs for growth led associates to create false accounts.

My Facebook ads were popular with people who had time to look at social media during the workday, but not with my ideal clients. Over $15k down the drain.

Too many businesses let their KPIs lead them, and they wind up lost in metrics mayhem.

Key performance indicators (KPIs) are supposed to help us track progress, but they often become a substitute for thinking. They pull attention toward what’s easy to measure rather than what matters most.

That’s where key performance questions (KPQs) come in.

What Is a KPQ?

A key performance question (KPQ) directs your attention to the outcomes that matter most. Instead of starting with numbers, KPQs frame what’s worth measuring:

Are we doing the right things? Are we doing them well? What’s changing and why?

When you lead with KPQs, KPIs become supporting evidence, not the headline. KPQs activate judgment and good decision-making while reducing the “managing to the metrics” problem.

3 KPQs Every Mid-Market Business Should Ask

1. How unbeatably are we positioned in our chosen markets?

This disciplined foresight question helps leaders stay focused on strategic advantage and long-term relevance. Supporting indicators may include market share, profitability, customer acquisition cost, and brand strength.

2. How viscerally does our culture inspire trust, innovation, and discretionary effort?

This empowering oversight question promotes active stewardship of your culture. Metrics may include top-performer retention rates, internal promotion rates, and employee net promoter score (NPS).

3. How elite is our performance?

This is about more than getting things done—it’s about doing them wisely and sustainably. Look to leadership credibility, cycle times, delivery success rates, and employee workload sentiment.

How to Deploy KPQs

1. Start with your strategic intent. What are you trying to learn?
   
2. Ask a question that invites reflection. Avoid binary or box-checking language.
   
3. Choose 1–2 indicators to help explore—not dictate—the answer.
   
4. Integrate KPQs into your quarterly reviews and team discussions.

Final Thought

KPQs keep your focus where it belongs: on sound processes and outcomes, not optics. They prompt deeper thinking, better conversations, and wiser decisions.

When tied to my three unshakeable business endurance levers—disciplined foresight, empowering oversight, and courageous insight—KPQs transform performance management from mayhem to meaning.

What would KPQs look like for your company? I’d be delighted to help you customize them. Schedule a free strategy call here.