The measurable „hard“ figures, data and facts primarily reflect the successes and failures of the past. From these figures, however, only limited conclusions can be drawn as to what needs to be done to increase output, earnings or customer satisfaction, for example.
Soft facts such as employee commitment, innovativeness or the company's charisma determine the results measured in the hard facts and are fundamental to the company's success.
If you want to positively influence hard facts such as sales or earnings, you have to deal with the soft facts in order to achieve the desired effect. However, these hidden influences have so far been difficult to grasp and influence.