emergent Property 47 We have said that emergent properties cannot be measured directly; one can measure only their manifestations. However, measuring the mani- festation of a phenomenon has proven very problematic. For example, if the number of phone calls is the measure of love, then one can fake it. People can call people without necessarily loving them. Since most of the behavioral characteristics of living systems are type II properties, the art of faking has been the major preoccupation of behav- ioral sciences in recent decades. How one can pretend to be something that one is not has been the money-making question of our times. Consider the huge market for how-to books, which give advice on a multitude of topics such as how to come across as a caring person when one does not care at all. Remember when one could pretend to be powerful simply by wearing a red tie? Measuring the success of an organization has not been an easy propo- sition, either. As the manifestation of success, growth has been considered an important performance measure of an organization. If an organization is successful, most probably it will grow; however, if an organization is growing, this does not necessarily mean that it is successful. One can easily