Coordinated experimentation

We run business experiments in order to learn more about riskiest assumptions in our business idea. By learning more we are able to make better decisions on how to develop the idea further—features, messaging, pricing, delivery, operations, so on and so forth—and therefore reducing the overall investment risk in the idea.

Doing random experiments most often results with waste, unless we don't know anything about the idea. Then it might produce some learning. That is why it is important to identify the knowledge gaps first. If we don't know what we need to learn, then we cannot choose and coordinate appropriate experiments to achieve so. But when we do know, then we can accelerate the learning dramatically, and consequently, speed up the development process while reducing the risk.

And that is a great result.