Foreword: Be Super Awesome

A few days into my first job on the web, over a decade ago, our senior most executive said to me: “Our product is so good that we should replace all the text, images and links on our home page with one giant red button that says ‘start now.’ People will just love the product and will convert into paying customers. No need to show them previews, explain the problem it solves, have a product recommendation engine. Just one big red button.”

In that one instant I became a fan of experimentation!

I realized that there was no way I could say no to the idea. I was simply not that important (and our salary differential was too big!). My only option was to figure out how to show the executive that we respected his idea, tried ...

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