Learning beats winning when experimenting

Experimentation was never historically in science about winners and losers. Experimentation is always very hypothesis driven. It's about, what are you learning?

If you try and focus on the impact itself might struggle. If you focus on the things you need in terms of learnings to take you step by step, that will pave the path to creating impact.

Don't get fussy. Don't try to make it really precise. Just go ahead and say, 'Ah, hand wave, hand wave, 80%.' What matters is, why 80%? Really focus on the learning.

You can only learn if you've designed the right test and you failed conclusively, because otherwise I think many of us have been in situations where there's intuition that something might work and it doesn't work, and then you end up doing it over and over for years because every time a new executive or somebody else has the same idea, you try it again.

Learning isn't free. When you don't know something, it seems not even a question that you would allocate some of your samples to all options. After the fact you're like, 'Treatment was better. What the heck were we thinking? Why'd we give all those samples to control?'