Relative Illuminance [RI]

“A photometric measure of the luminous intensity per unit area of light traveling in a given direction. Values are normalized to [1, 100] for a reference white.”

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When the talented copywriter Cal McAllister was in advertising school, he went to his adviser’s office to say he was stuck on an assignment. Clearly, it was a case of writer’s block.
“Cal,” his adviser replied, “I’m going to tell you what you need to hear. You’re not good enough for writer’s block. Not yet. Get back to work.” It was a blunt analysis, but creative blocks don’t respond well to finesse. You’ve got to knock them out of the way.
Ryan Holiday laughs this off: “Can you imagine having runner’s block?” he said. “Go for a run.”