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"If you set targets for people, they will achieve the target, even if that means destroying the system around them." - W. Edwards Deming (quoted by Alidad)
The tension is familiar to every Scrum Master working in large organizations: leadership demands standard operating models, flow time metrics below specific numbers, and reporting structures that fit neat boxes. Meanwhile, teams struggle under the weight of context-insensitive measurements that ignore the nuanced reality of their work. Alidad faces this challenge daily—creating balance between organizational demands and what teams actually need to transform and thrive.
His approach starts with a simple but powerful question to leaders: "What is it that you want to achieve with these metrics?" Going beyond corporate-speak to have real conversations reveals that most leaders want outcomes, not just numbers. Alidad then involves teams in defining strategies to achieve those outcomes, framing metrics as "the tax we pay" or "the license to play." When teams understand the intent and participate in the strategy, something surprising happens—most metrics naturally improve because teams are delivering genuine value, customers are happy, and team dynamics are healthy.
But context sensitivity remains critical. Alidad uses a vivid analogy: "If you apply lean metrics to Pixar Studio, you're gonna kill Pixar Studio. If you apply approaches of Pixar Studio to production line, they will go bankrupt in less than a month." Toyota's production line and Pixar's creative studio both need different approaches based on their context, team evolution, organizational maturity, and market environment. He advocates aligning teams to value delivery with end-to-end metrics rather than individual team measurements, recognizing that organizations operate in ecosystem models beyond simple product paradigms.
Perhaps most important is patience. "Try to not drink coffee for a week," Alidad challenges. "Even for a single person, one practice, it's very hard to change your behavior. Imagine for organization of hundreds of thousands of people." Organizations move through learning cycles at their own rhythm. Our job isn't to force change at the speed we prefer—it's to take responsibility for our freedom and find ways to move the system, accepting that systems have their own speed.
Self-reflection Question: Which metrics are you applying to your teams without considering their specific context, and what conversation do you need to have with leadership about the outcomes those metrics are meant to achieve?
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Angela thought she was just there to coach a team. But now, she's caught in the middle of a corporate espionage drama that could make or break the future of digital banking. Can she help the team regain their mojo and outwit their rivals, or will the competition crush their ambitions? As alliances shift and the pressure builds, one thing becomes clear: this isn't just about the product—it's about the people.
🚨 Will Angela's coaching be enough? Find out in Shift: From Product to People—the gripping story of high-stakes innovation and corporate intrigue.
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About Alidad Hamidi
Alidad is a strategic advisor in human-centred transformation, focused on organisational design for autonomy, ownership, and impact. A recovering Agility Coach, he draws on years across delivery and coaching roles to help build organisations truly fit for humans—resilient, adaptive, and designed for people, not just processes.
You can link with Alidad Hamidi on LinkedIn. You can also visit his website at desirablefutures.group.