As I mentioned in the book, I often offer a sort of measurement challenge to an audience where I’m speaking about measuring the immeasurable. I ask anyone listening to give me an example of an impossible measurement at any time during the conference and, after a 15 minute session with that person, I’ll explain a method to measure that very thing. So far, I haven’t actually failed to identify a valid measurement in that time period but there were times it took longer to explain to the person that what I described actually would measure it.

Give me an example of a difficult measurement. Any example. The harder the better. And we’ll discuss the answer right here.