Douglas W. Hubbard 
How to Measure Anything Workbook [PDF ebook] 
Finding the Value of Intangibles in Business

Preface ix
About the Author xi
Part I Questions 1
Chapter 1 The Challenge of Intangibles 3
Learning Objectives 3
Chapter Overview 3
Questions 4
Chapter 2 An Intuitive Measurement Habit: Eratosthenes,
Enrico, and Emily 9
Learning Objectives 9
Chapter Overview 9
Questions 10
Chapter 3 The Illusion of Intangibles: Why Immeasurables
Aren’t 15
Learning Objectives 15
Chapter Overview 15
Questions 16
Chapter 4 Clarifying the Measurement Problem 23
Learning Objectives 23
Chapter Overview 23
Questions 24
Chapter 5 Calibrated Estimates: How Much Do You Know Now?
31
Learning Objectives 31
Chapter Overview 31
Questions 32
Chapter 6 Quantifying Risk through Modeling 39
Learning Objectives 39
Chapter Overview 39
Questions 40
Chapter 7 Quantifying the Value of Information 47
Learning Objectives 47
Chapter Overview 47
Questions 48
Chapter 8 The Transition: From What to Measure to How to
Measure 55
Learning Objectives 55
Chapter Overview 55
Questions 56
Chapter 9 Sampling Reality: How Observing Some Things Tells
Us about All Things 61
Learning Objectives 61
Chapter Overview 61
Questions 62
Chapter 10 Bayes: Adding to What You Know Now 69
Learning Objectives 69
Chapter Overview 69
Questions 70
Chapter 11 Preference and Attitudes: The Softer Side of
Measurement 77
Learning Objectives 77
Chapter Overview 77
Questions 78
Chapter 12 The Ultimate Measurement Instrument: Human Judges
87
Learning Objectives 87
Chapter Overview 87
Questions 88
Chapter 13 New Measurement Instruments for Management
93
Learning Objectives 93
Chapter Overview 93
Questions 94
Chapter 14 A Universal Measurement Method: Applied
Information Economics 99
Learning Objectives 99
Chapter Overview 99
Questions 100
Part II Answers 105
Chapter 1 The Challenge of Intangibles 107
Chapter 2 An Intuitive Measurement Habit: Eratosthenes, Enrico,
and Emily 109
Chapter 3 The Illusion of Intangibles: Why Immeasurables
Aren’t 111
Chapter 4 Clarifying the Measurement Problem 115
Chapter 5 Calibrated Estimates: How Much Do You Know Now?
117
Chapter 6 Quantifying Risk through Modeling 119
Chapter 7 Quantifying the Value of Information 125
Chapter 8 The Transition: From What to Measure to How to Measure
129
Chapter 9 Sampling Reality: How Observing Some Things Tells Us
about All Things 131
Chapter 10 Bayes: Adding to What You Know Now 135
Chapter 11 Preference and Attitudes: The Softer Side of
Measurement 137
Chapter 12 The Ultimate Measurement Instrument: Human Judges
139
Chapter 13 New Measurement Instruments for Management 141
Chapter 14 A Universal Measurement Method: Applied Information
Economics 143

DOUGLAS W. HUBBARD is the inventor of Applied Information
Economics (AIE). He is an internationally recognized expert in the
field of decision analysis and challenging measurements and is a
popular speaker at numerous conferences. AIE method has been
applied to dozens of large Fortune 500 IT investments, military
logistics, venture capital, aerospace, and environmental issues.
Doug is the author of How to Measure Anything: Finding the Value
of ‘Intangibles’ in Business (Wiley).