Phase 2: Experiment
Show the right numbers at the right time
Report learning first. Returns come later, in order.
Demanding ROI in the first few months mostly pressures people to invent one. Measures should mature with the work: learning in Phases 1 and 2, adoption in Phases 2 and 3, efficiency in Phases 3 and 4, and outcomes in Phases 4 and 5.
Hold each stage to real rigor, and don't skip stages. "Twelve pilots launched, eight lessons documented, two ready to scale" is evidence a board can audit.