" The marginal gains approach is not just about mechanistic iteration. You need judgment and creativity to determine how to find solutions to what the data is telling you, but those judgments, in turn, are tested as part of the next optimization loop. Creativity not guided by a feedback mechanism is little more than white noise. Success is a complex interplay between creativity and measurement, the two operating together, the two sides of the optimization loop. "

― Matthew Syed , Black Box Thinking: Why Some People Never Learn from Their Mistakes - But Some Do