How to Measure Anything

A measurement is always exact. If it's not exact, it's useless. So if the decision that you're planning to make is whether or not you're happy with this white paper, it's perfectly fine to measure something that's squishy and gray and fuzzy because it's the thing you're going to measure. And they might not know unless you ask them how they made that judgment call. But if you ask way upfront, kind of like if they can project into the future, how are you going to decide if this was money and time well spent? A lot of times they can give you an answer at least some kind of indicator. That adds the qualitative element to this, which