CHAPTER 12

Experiments: Navigating Through Unknown Territory

It doesn’t matter how beautiful your theory is, it doesn’t matter how smart you are; if it doesn’t agree with experiments, it’s wrong.

—Richard Feynman, American Theoretical Physicist

Chapter Highlights

Learning fast about your obstacles

The importance of experimentation

The OKR experiment loop

Six practical steps to running your experiment

Understanding performance

People overreact to outliers

Systemic or real change

We sometimes feel awkward when learning something new. It turns out that as adults, we are not very good at learning. We need to practice things that we don’t know, also called deliberate learning. We like to stay in our comfort zone. In his famous TED ...

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