A common refrain in business is "if it can't be measured, it can't be managed." This is true for patents and intellectual property efforts. However, it is rare that an IP professional will be held accountable for her efforts by the business leaders who are themselves accountable to the company's stakeholders. IP rarely matters, but when it matters, it matters a lot. If a company needs broad and robust protection to achieve its identified business goals, the failure of the IP team to generate this protection will result in the business outcome not being met. In other words, the IP failure will equal a business failure, and this needs to not only be measurable, business leadership needs to be able to manage such knowledge to prevent IP failures in the future. This episode introduces listeners to the need to define and track these intended business outcomes so that they can not only hold their patent and IP teams accountable, but also so they can make improvements in their IP strategy processes.