"...when you’re incentivising organisational behaviour with metrics, there are really only three ways people might respond: 1) they might improve the system, 2) they might distort the system, or 3) they might distort the data."

This is wrong, and the wrongness of it undermines the whole piece, I think:

- A fourth way people respond is to oppose the choice of target and/or metric; to question its value and lobby to change it.

- A fifth way people respond is to oppose the whole idea of incentives on the basis of metrics (perhaps by citing Goodhart's Law... which is a use of Goodhart's Law).

Goodhart's Law is useful not just because it reminds us that making a metric a target may incentivize behavior that makes THAT metric a poor indicator of a good system, but also because choosing ANY metric as a target changes everyone's relationship with ALL metrics-- it spells the end of inquiry and the beginning of what might be called compliance anxiety.