CHAPTER 11How to Learn by Experimenting with Many Open Iterations

For every failure we had, we had a beautiful spreadsheet—showing why it would work.

SCOTT COOK,founder of Intuit

When designing experiments, big dreams matter. The experiments need to be fast and cheap, but the prize needs to be worth your trouble.

To get venture capital in Silicon Valley, you typically need to explain why your idea will earn a billion dollars per year. The world is big, so changing the world needs ideas that can be big.

In creating reciprocity advantages, we are looking for big game-changing ideas that have that billion-dollar potential.

So, what has to be true for a new idea to generate a billion dollars in annual sales? The math to create a billion-dollar business ...

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