A mass noun is one that doesn’t take an S when we have more. “Butter” and “Information” are both uncountable in use, because when we only have only one unit of butter (or information) we use the same word as if we have four or six units. Butter is butter.

Uncountable words are understandably difficult to measure at a glance. They don’t fit easily into the industrial mindset, and we’re often pushed to find things that are less mysterious.

But it turns out that uncountable words like trust, honesty, commitment, passion, connection and quality are a fine thing to focus on.