There is an opinion among people that many things in the world cannot be quantified. This widespread misconception causes significant harm to the economy, public welfare, the environment, and even national security. As a result of the belief that it is impossible to measure "intangible assets" such as quality, attitude, customer satisfaction, brand, etc., decisions made are often uninformed and sometimes erroneous. Douglas Hubbard tries to dispel this harmful misconception by offering his an approach to assessing the “unmeasurable,” which he called “applied information economics.” It introduces readers to the concept of "calibrated assessment", risk assessment (Monte Carlo method), sampling methods, other unusual measurement tools (Internet, expert assessments, prediction markets, etc.), as well as estimating the value of information. The author applies his approach in various fields and gives a number of examples of successful solutions to quantitative measurement problems. The book contains valuable instructions and recommendations that any decision maker can easily use, as well as applications that test the reader's ability to make calibrated estimates. The book is intended for a wide range of readers interested in the processes of reasoning and decision making. It will be useful to executives, managers, teachers and students.