There is a really good reason for that…
1. Counting is easy:
It is easy to lay out a series of tasks and check boxes.
It is easy to follow a predetermined order.
It is easy to follow the same course that has come before.
2. Measuring is hard:
Understanding the distance between where you are and where you are going is tough.
Figuring out the right direction is hard.
Deciding on a course of action that isn’t guaranteed is hard.
Which is why you have to push much further to understand where the value is.