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Helen Edwards on why tomorrow's growth will come from the fringes
On Strategy Showcase
How to Choose the Right Horse to Bet On
If you've uncovered five or 10 potential marginal behaviours, how do you decide which is the best horse to bet on? I think it's about experimenting. It's classic sort of lean startup principles. What can we do in a low cost experimental way to nudge around this behaviour and see where it takes us? And then iterative movement from there.
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