Measuring the intangible

Trying to measure everything can be a way to accomplish your goals. However, if you try to measure the intangible, chaos happens.
Measuring everything can be the key to success, but there are times where it’s an excuse. Our inner resistance loves this. It gives us something to blame when things doesn’t go as expected.
Numbers are a way to stick with the status quo, because uncertainty makes us uncomfortable.
You can’t always make predictions as you do with numbers. (Something that rarely works though.)
This is specially relevant in marketing. There are things that you can’t measure nor plan.
You can measure branding, but brands are intangible. It’s different.
There are things that shouldn’t be measured. And by doing that, you’re toward something worth doing.