Strict risk containment. What’s the worst that can happen? is usually a question we ask flippantly. But here we really need to know the answer—and make sure we can live with it. The goal isn’t to prevent anything bad from happening. It’s to make sure, by modifying the experiment, that whatever that bad thing is isn’t disastrous. Risk containment strategies include restricting the number of customers who are exposed; not putting the corporate brand on the MVP; not compromising safety or compliance (even better, having a compliance expert on the team); giving the customer a more-than-money-back
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