There’s no substitute for engaging with customers and users directly. All the numbers in the world can’t explain why something is happening. Pick up the phone right now and call a customer, even one who’s disengaged. Second, make early assumptions and set targets for what you think success looks like, but don’t experiment yourself into oblivion. Lower the bar if necessary, but not for the sake of getting over it: that’s just cheating. Use qualitative data to understand what value you’re creating and adjust only if the new line in the sand reflects how customers (in specific segments) are using
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