It Wasn't Minty Fresh at the Dentist

The flouride rinse at the dentist was supposed to be mint flavoured, but tasted terrible and made patients gag. The hygenist had heard several complaints about it, so it wasn't just one person's opinion. A little further investigation discovered that the purchaser for the clinic had found a cheaper brand and bought that instead of the usual. The clinic had saved a few bucks, but turned off customers.

As Deming said, many of our most important costs are unknown and unknowable. It's hard to measure the dollar value of good tasting flouride, but that doesn't mean you should ignore it.

What important things are you ignoring because you can't measure them?