There is a perception among people that many things in the world are unquantifiable. This widespread misconception causes substantial damage to the economy, public welfare, the environment and even national security. As a result of the conviction that it is impossible to measure such "intangible assets" as quality, attitude, customer satisfaction, brand, etc., decisions are often unreasonable, and sometimes erroneous. Douglas Hubbard attempts to dispel this harmful fallacy by proposing his approach to the valuation of the "unmeasured," called by him "applied information economics." It introduces readers to the concept of "calibrated assessment," risk assessment (Monte Carlo method), methods of sample research, other unusual measurement tools (Internet, expert assessments, prediction markets, etc.), as well as information cost assessment.