Our measurements are our agreed-upon codes for what matters, but once they are installed into our culture, it can be very hard to know when it's time to rethink how we measure things in the first place. Our beliefs and feelings have a tendency to move forward before we have the models to describe them and the artifacts of culture - language, norms,... See more

If your brand is in a space where old rulers are still being used, there is tremendous opportunity in teaching people a new way of measuring what matters to them. It creates new language and new context. Most importantly, it has the potential to put your brand in a consideration set of one.