Running Experiments isn’t an Option

Every time you release a new feature,

run a marketing campaign,

or make a sales call,

you are running an experiment.

You have some expected outcome (albeit fuzzy)

in mind that you measure your results against.

That in a nutshell is the essence of running experiments:

Guess -> Expect an outcome -> Compare to observed experience (experiment)

So the real question isn’t whether you want to run experiments or not,

but rather whether you want to run a good experiment or a bad experiment?