Dr. Killeen shares a powerful idea from Rory Sutherland that highlights a common mistake in business. When we focus only on what is easy to measure, we can miss the deeper value happening right in front of us. What looks like a simple role or task often carries layers of impact that are not immediately visible. This shows up when we prioritize efficiency and numbers without recognizing the human elements that truly shape the patient experience. The small interactions, the personal touches, and the awareness of a great team member often create far more value than what shows up on a report. Look beyond the obvious metrics and appreciate the hidden contributions within your practice. Sometimes the most important parts of your business are the ones that are hardest to measure.