To move forward with intent — progress as a chosen step, not drift.

The measuring of what a system's users actually did. Analytics answers what happened and never why.

Increase over time by a thing's own working. Growth is not addition — it comes from within what is already there.

Making a thing better against a chosen measure. Optimisation always sacrifices what was not measured.

A sharp brief rise above the usual. Also a small exploratory build made to learn rather than to keep.