Measuring nothing (with great accuracy)

This article was originally written by Seth Godin and appeared in his daily blog last week. I believe it is super relevant because we all to often measure what is simple, and make tenuos links back to our assumption. Seth suggests we should measure what we really want to know, and apply less conventional methods of interpretting the results.
Kev

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The weight of a television set has nothing at all to do with the clarity of its picture. Even if you measure to a tenth of a gram, this precise data is useless.

Some people measure stereo equipment using fancy charts and graphs, even though the charts and graphs say little or nothing about how it actually sounds.

A person's Klout score or the number of Twitter followers she has probably doesn't have a lot to do with how much influence she actually has, even if you measure it quite carefully.

You can't tell if a book is any good by the number of words it contains, even though it's quite easy and direct to measure this.

We keep coming up with new things to measure (like processor speed, heat output, column inches) but it's pretty rare that those measurements are actually a proxy for the impact or quality we care about. It takes a lot of guts to stop measuring things that are measurable, and even more guts to create things that don't measure well by conventional means.

Creating a Giant Twix

I have a friend and he likes Twix.  Not just a little, but a lot. A whole lot.

So, when it came time for his 30th birthday present, a small team of food scientists in Albury and a designer in Geelong joined forces to  create the perfect gift.

A Giant Twix. Complete with biscuit centre, and caramel filling and crinkle edge wrapping. Check out the gallery below to see it take shape!

 Ingredients: 

  • 25 kg of Nestle Dark Chocolate

Caramel Channel (makes about 1.5 litres)

  • 5 tins of Sweetened Condensed Milk

  • 700g Butter

  • 12 Tablespoons of golden syrup

Butter Biscuit (makes 2 metres of biscuit)

  • 250g Butter

  • 1 Cup Caster Sugar

  • 2 Eggs

  • 4 cups Plain Flour

  • 2 Teaspoon Baking Powder

  • 2 Tablespoons Milk

Other items:

  • 1 x 1m drainage pipe for use as mould

  • 1 x 80cm PVC piping (10cm diameter) to create channel for caramel

  • Heaps of non-stick paper

  • Industrial Fridge (for setting the Chocolate mid-summer)

  • Large sheet of white paper

  • Can of gold spray paint

  • Twix logo for packaging

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