Does the category define the experience or does the experience define the category? It’s a feedback loop. Language is a process of categorization. When we measure, we also name – useful, not useful, not worthy, good, bad … We assign the meaning by defining the categories and naming the experiences…

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↓ Transcript
Divot: what size is your shoe?

Liz: Huh?

Howe: We're testing start-up success as it relates to shoe size.

Divot: Oh, No! High Heels!

Howe: We have no metrics for that!

Divot: Let's ignore it.