Uncertainty is our enemy and obstacle. As we’ve already argued, in the information age we cannot always accurately predict the effect our actions will have. We cannot use Newtonian math to predict the behavior of our software products. Instead, we have to try things, test ideas, probe. In short, in order to move forward and gain clarity, we must act. One of the principles we wrote about in our first book, Lean UX, was that teams need to prioritize making over analysis. We encouraged product teams to make something—a prototype, an experiment, a customer interview—to get the information they
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