The Win-or-Learn Dilemma in CRO - Devil’s Advocate
From A to B
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The Pros and Cons of Test to Win Over Test to Learn
When we talk about process, a fixation on when might not yield the results that you're looking for. The process of tests to learn is actually so much better because it focuses on insight generation and perpetual iterations. So instead of looking for what's your next win, identify the research that gets you to a point of perpetual winning. Would you rather have one win or would you rather have many wins? I wouldRather have many wins, obviously. However, this sounds like it's going to take a long time. My CEO wants results yesterday. This sounds like it’s going to take me a really long time to be able to show something for this. What I will do is give
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