The point is this: if you start by counting and measuring, you will likely count and measure what’s easiest – and that might be the wrong thing. “Figure out what your goal is and stop worrying about looking smart. That’s my best piece of advice ,” Hall asserts. “Most bad decisions are somehow grounded in insecurity about looking smart. That makes people dumb.”

A great interview with Erika Hall, the co-founder of Mule Design.