the ability to run controlled experiments allows you to significantly reduce uncertainty by trying a Minimum Viable Product (Ries 2011), getting data, and iterating. That said, not everyone may have a few years to invest in testing a new strategy, in which case you may need to make decisions in the face of uncertainty. One useful concept to keep in mind is EVI: Expected Value of Information from Douglas Hubbard (2014), which captures how additional information can help you in decision making. The ability to run controlled experiments allows you to significantly reduce uncertainty by trying a
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