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The danger of the mediocre success when testing startup hypotheses (2023)
Or, how to ensure you learn absolutely nothing.
Unfortunately, there’s a natural human tendency to hedge our bets — to make design choices in our experiments such that a mediocre success is the most likely outcome. For example, and continuing the sales experiment: as a founder, you could do the calls yourself; reach out only to the very best, most qualified prospects; create custom collateral; offer sweetheart pricing. All those actions will increase the chances of closing any one deal, and as a result they’re very tempting, but do they tell you if cold-calling is a viable sales strategy at scale?
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