When someone asks you what makes your company special, you'll probably say you create something that has beauty, quality and innovation... The problem is, thats what all companies say. You think you are, or want to be better than the rest, but when are you better than the rest? Metrics is everything, without numbers there's no way to tell if you're getting better at what you do, there's no way to tell (and show) if you're better than your competition. But how do you measure the beauty of your designs? The quality of your software? The innovation of your products?