A Critical Number is a KPI (Key Performance Indicator) that helps you keep track of the most important thing for the quarter or year. For example, I’d bet this quarter Apple’s critical number is the number of Apple watches sold. It’s where the company is currently focused on spending their time and energy. So, if it’s the most important thing for the company, why is it so often ignored when it turns red? It’s critical and it’s red, but why is there no urgency to solve the problem?