You write about what happened, but you can never capture the actual event.​ The role of the word may be to commoditise knowledge, but everything feeds into everything else, and by writing things down, no matter how disconnected they are from their source, we can provide the seeds of new things that would not otherwise have existed.

but the aim is always the experience, not the measurement itself. ​ A company understanding its nature is critical to its execution in context over time.