A clear falsifiable hypothesis. Without a clear vision of what is supposed to happen, we can’t judge success or failure. And if you cannot fail, you cannot learn. An obvious next action. Build-measure-learn is a cycle, which means every experiment should lead directly to a follow-on action. One experiment is never enough to draw the necessary conclusions. Only a series of experiments can reveal the truth. 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
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