Don’t stop

Don’t stop testing.

There’s no such thing as finished anymore. In business, your competitors will fly past you the moment you stop.

Anyone can launch a startup in your industry, this afternoon.

So if you stop moving, you’re going backwards.

The beauty of testing is that you can learn something new each day. It could be as simple as ‘that didn’t work’.

The trick is movement. Momentum.

That’s what keeps you in the game. Not every swing will be a home run. And that’s perfectly acceptable. What’s not acceptable is paralysis.

Experimentation

It’s more than running A/B tests.

It’s more than white lab coats.

More than reaching statistical significance.

It’s a state of mind. A worldview where you’re willing to fail.

A way of thinking that challenges the way you run your business. Experimentation means you’re willing to start from scratch and learn exactly what your customers want.

It trades everything you thought to be true for things you know to be true.

It never stops.

And it’s the only sustainable way to grow.