CHAPTER 5
Test, Learn, and Adjust
The final part of the DEFT process is the most important—the design and execution of tests, or experiments, to address the most critical uncertainties. Experiment design and management might feel unfamiliar to many businesspeople. However, for centuries scientists have honed a particular approach to managing uncertainty. At its heart, the so-called scientific method is simple. It starts with a question you want to investigate. You then form a hypothesis and make a prediction related to the hypothesis. You then design an experiment to test the prediction. You ensure that you have a way to measure the experiment. You conduct the experiment and analyze the results. The method involves a healthy skepticism, with ...
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