"Where's the bounce rate?" Our account manager gasped. He stared at my redesign like I'd deleted family photos. I'd inherited a monster. 30+ metrics sprawled across a dozen incoherent pages. This overload paralyzed decisions. Hijacked client conversations from outcomes to trivia. Customers

We Measure Our Mysteries Watch what a company measures. Not for the numbers. But for the questions that keep their leaders awake at night. When Superhuman obsesses over NPS instead of feature velocity, they're asking a deeper question: "How do we transform email from obligation to joy?

In a bullpen filled with SEO specialists and CRO experts, someone drops a question that halts every keyboard. "Is love a feeling or a decision?" The irony sits heavy. Here we are. Professionals who optimize for human choice all day. Who measure emotional response against rational action. Suddenly

Your team just added six new metrics to the weekly dashboard. Someone spent three days building it. Now you can track everything. And that's the problem. The data that was supposed to illuminate your path is now casting shadows. Each new metric adds noise, not clarity. Each additional

You've added dashboards. You check bounce rates. Page views. Traffic numbers. You sit in meetings where someone presents colorful charts. Everyone nods. Nothing changes. Here's what you're missing: Analytics doesn't measure reality. It measures what you decided to count. We measure what&