The success and effectiveness of developmental activities has to be monitored and measured just like any other business activity and process in a real business environment. Unfortunately, companies do not pay enough attention to this, or sometimes even ignore it altogether, regardless of how much money and effort has been invested in development.

Returning to the basic definition or concept of development, it is clear that what needs to be measured is behavior, or more precisely change in behavior. By its nature, this is a category that is difficult to measure simply and accurately (or at least we have not learned to do so), which is why organizations either give up on it or do it insufficiently well—with honorable exceptions. But we have to be able to measure it, just as we do any other business activity, because only then can it be managed. A similar concept applies to marketing activities: it...