QUOTE : As Cochran recalls in a blog post he wrote about his experiment for the Harvard Business Review, these simple statistics got him thinking about the rest of his company. Just how much time were employees of Atlantic Media spending moving around information instead of focusing on the specialized tasks they were hired to perform? Determined to answer this question, Cochran gathered company-wide statistics on e-mails sent per day and the average number of words per e-mail. He then combined these numbers with the employees’ average typing speed, reading speed, and salary. The result: He discovered that Atlantic Media was spending well over a million dollars a year to pay people to process e-mails, with every message sent or received tapping the company for around ninety-five cents of labor costs. “A ‘free and frictionless’ method of communication,” Cochran summarized, “had soft costs equivalent to procuring a small company Learjet.” Tom Cochran’s experiment yielded an interesting result about the literal cost of a seemingly harmless behavior. But the real importance of this story is the experiment itself, and in particular, its complexity.