In the sixteenth century, a new word appeared in English dictionaries: pantometry, which means universal measurement. Ever since, humans have been obsessed with counting things, from people to the amount of cars imported and the number of McDonald’s hamburgers served. The problem for the pantometrists is the same one facing businesspeople today: what should be measured? Facts and figures do not provide a context, or reveal truth: we still need our imaginations and creativity. If everything important has to be quantified to be comprehended, how are we to understand art, music, poetry, literature, indeed, our own human feelings? Statistics can certainly pronounce a fact, but they cannot explain it without an underlying context, or theory. Numbers have an unfortunate tendency to supersede other types of knowing. Ed and Ron will explore the critical difference between a Key Performance Indicator and a Key Predictive Indicator and their impact on customer service and competitive advantage.