A modern mineral processing plant represents a substantial investment. During the design process, there is often a period when costs (or revenues) must be compensated for by cuts in capital expenditure. In many cases, sampling and measurement equipment provides a soft target for such 'savings'. This process is almost analgous to reducing the capital investment in a corner store by not including a cash register. The consequences will be quite similar - a serious lack of sound performance data and plenty of opportunities for theft - deliberate or inadvertent. This paper makes the case that investment in sampling and measurement equipment is more cost-effective during the design phase. Further, a strong measurement culture will have many benefits including the ability to take advantage of small gains. In almost any business, there are many more opportunities to make small gains than to make large, step changes. In short, if a project cannot justify the cost of accurate and reliable measurement of its performance, it probably should not be a project at all.