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# Daily Lab: Before you can measure, you must make
- URL: https://kelfordinc.com/daily-lab-before-you-can-measure-you-must-make/
- Published: 2023-04-13T11:08:00.000Z
- Updated: 2026-01-27T17:35:54.000Z
- Description: Sometimes, we’ve got to create the information we want to measure.
- Author: Joel Kelly
- Tags: Daily Labs, action, experiment, uncertainty, validate, measure, launch, first principles

We all want information before we act. It’s how we make better decisions.

But that craving for [certainty](https://kelfordinc.com/daily-lab-uncertainty-vanishes/) can lead us to *not act* at all. Because, sometimes, we can’t get all the information we want before we have to start.

Sometimes, we’ve got to *create* the information we want to *measure*.

Like when you’re just starting out with your business. You *could* spend many months and massive amounts of money on market research, trying to figure out the perfect thing to sell, and to whom to sell it.

Or, you could do that, *and* make money while you’re at it, by *starting to sell* it.

The best market research you’ll ever get is *from* the market, and you have to enter the market to get it.

So start with what you know: What do you love most, what can you do forever, and what are you credibly the very best at?

Sell *that*, and work to demonstrate its value at a distance.

Because before you can measure, you’ve first to got to make.

So get started.