"If you don't know what to measure, measure anyway.”

Here's another gem from Douglas Hubbard's How to Measure Anything:

If you don't know what to measure, measure anyway. You'll learn what to measure.

- David moore, 1998 president of the American Statistical Association

Knowing what to measure can be hard, when you don't have much quantified information.

But measuring itself — as a way to remove uncertainty — is critical.

If all you have is a gut feeling, wouldn't it be valuable to have some hard numbers — any at all — on the matter?

That will either let you confirm or refute your gut feeling, or it will point you to things you could measure to get that insight.

There are many things you don't know. But you can't let that stop you in your tracks.

All the best,
A.