The most important metrics are impossible to measure

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The most important metrics are impossible to measure.

Of course, this doesn't mean nothing should be measured. And it certainly doesn't mean we can't gather important insights by measuring the things that can be measured. Avoiding the important work of measuring the measurable is neglect indeed.

But the very most important things, they cannot be measured.

How do you measure delight? How do you measure the number of people that signed up because of the one rabid fan that can't stop talking about you?

In a world where everyone is inundated with everything, how do you measure the impact of a billboard that sparks brand recognition while listening to a podcast sponsorship which reminds you to google something which causes you to click on an ad?

The truth is that now more than ever, insights are what matters.

Deep domain knowledge, the ability to weave things together and an ability to create solutions to problems that other people don't know exist are valuable precisely because they require insight.

The other thing to keep in mind is that 'not measuring' something doesn't mean 'neglect'. It means approaching something from a different angle. Maybe it means instead of doing a survey of customers about a feature, you have two in-depth conversations with your longest customers.

In a world where more things are becoming more measurable, I think it's wise to take a step back and think about the that which cannot be measured, and think about the kinds of inspiration they can provide.