Measuring things in business is only valuable to a certain point, mostly as a tool to decide what not to continue doing in the immediate future. However, when it comes to moving forward past the immediate future, the past becomes what was and not what is going to be. Once something becomes measurable, it immediately becomes less valuable in that it is replicable and can be copied by anyone else in the market place. True value is created by leaps of faith predicated on educated, experienced, and gut making decisions. Measuring the past is merely a record of what has happened, not where things are going. To simply do what has worked and succeeded in the past is a surefire way to be left behind by your competitors’ drive for innovation and customers’ desire for new things to hold their attention. True value is created by deciding what to do next and figuring out what your customers want before they know they want it. Giving them more of what they have already got is simply doing what someone else has already laid out for you and can be done by anyone who takes proven direction. This is the majority of people. If the majority of people can provide a service or product then there is no scarcity or opportunity for increased value. What got you here isn’t what is going to get you there due to the fact that the only constant is change itself. Innovating and becoming a rule breaker in your own career is not only important, but a necessity if you wish to become truly valuable at a high level. Why would you want to settle for less with your professional toils?