John Boyd said that. But they say the opposite in science fields. They say, if you can’t measure it, it doesn’t exist.
Of course, we know this isn’t true. Still, people get in a lot of trouble this way because a heuristic unfolds. It goes something like this: if you can’t measure it, it doesn’t matter, and if it doesn’t matter, it can be ignored.
If you can’t measure it —> Ignore it
Feelings, emotions, ideas, and other abstractions are hard to measure. Activities, dollars, and things are easy. Don’t ignore the abstract, the hard to quantify and measure. Pay attention to it. It might be important. This short piece in The Atlantic says it best.