“If it had been 2016 rather than 1996, we would have leaned into A/B testing—the omnipresent tool of the internet age. A/B testing just means running a digital experiment where you test option A versus option B with customers. So some see a blue button, some see an orange button, and you see which button gets the most clicks. It’s an incredible tool—infinitely faster than customer panels and so much easier to interpret.”