I have given several presentations about the use of powerful stories instead of science in our industry, so I thought I should try to be more helpful and give a session on how to conduct an experiment. No, this is not too rigorous! We are not going to talk about statistics! We are going to talk about cheap, easy experiments, what to do, what to be aware of, including our cognitive biases. I will share some of my experiences with teams who are really doing it. The goal is to encourage everyone to be a bit more methodical in decision-making and to replace “that won’t work” with “how can we test it.”

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