Google’s mission was to organize the world’s information and make it universally accessible and useful. Today, 81.3% of their revenue comes from advertising, which admittedly has little to do with making information universally accessible.

Facebook’s mission was to give people the power to build community and bring the world closer together. Today, 97.7% of their revenue comes from advertising, which admittedly has little to do with giving people the power to build community or bringing the world closer together.

If you don’t measure the right things, it’s very easy to end up in a very different place from the one you initially had in mind.