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FEARLESS
Adopting Brave
Experimentation
DEFINE YOUR
SUCCESS
WIDEN YOUR
OPTIONS
FEARLESS

Adopting Brave
In any moment of decision, the best
Experimentation
thing you can do is the right thing,
the next best thing is the wrong thing,
and the worst thing you can do is nothing.
[THEODORE ROOSEVELT]
WIDEN YOUR OPTIONS
Reframe Possibilities
Find incremental options
Instead of this or that, try this and that
Talk to people who solved your problem
REALITY
TEST YOUR
ASSUMPTIONS
To live a creative life,
we must lose our
fear of being wrong.
[JOSEPH CHILTON PEARCE]
REALITY TEST YOUR ASSUMPTIONS
Avoid Confirmation Bias
Seek out contradictory data
Try to disprove your own theories
Allow ideas to prove themselves
Conduct small, less invasive tests
ATTAIN
DISTANCE
It does feel like something to be wrong;
it feels like being right.
[KATHRYN SCHULZ]
ATTAIN DISTANCE
Neuter Your Emotions
“Sleep on it”
What would I say if...?
Pursue your core objectives
Argue
PREPARE
TO BE WRONG
[WordPress 3.8] will
either be amazing or
a huge mistake.
[MATT MULLENWEG]
PREPARE TO BE WRONG
We are Overconfident
Statistically, our instincts are usually wrong
Decisions should be commas, not periods
Know what to do
when things go wrong or well
KNOW WHEN
YOU’RE WRONG
KNOW WHEN YOU’RE WRONG
Run True Experiments
Have a hypothesis, a control, and variables
Tripwires (true deadlines)
Correlation != Causation
Use tools properly
GREAT SUCCESS
#FAIL
BEING WRONG
IS AWESOME
HASTEN
THE WRONG
The neurotic who learns to laugh at himself
may be on the way to self-management,
perhaps to cure.
[GORDON ALLPORT]
HASTEN THE WRONG
Ask People Who Are Not You
User testing is fun and embarrassing
Actually talk to users
Test for show stoppers or tiny interactions,
but do those separately
You don’t need many users
DATA
INFORMS
DESIGN
The crucial variable in
the process of turning
knowledge into value is
creativity.
[JOHN KAO]
DATA INFORMS DESIGN
Illusion of Explanatory Depth
People will find ways to give negative
feedback if you frame it that way
Data and feedback should inform design,
not dictate it
Get users to their goal with minimal
cognitive load
I could be wrong
about this.
[CLIFF SEAL]

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Fearless: Adopting Brave Experimentation (AWDG November 2013)