In reality, it’s quite easy to run experiments without hurting your customers. However, one mistake to avoid is treating an experiment like it’s not an experiment. If you aren’t sure the world needs your idea, do the work to test it experimentally, as I’ve advocated in this chapter. But if you jump straight to a huge investment and a big splashy launch, that’s when you’re more likely to hurt your reputation with customers. If, with big fanfare, you launch a big dud—that’s a brand and PR issue.
