“If we knew what we were doing, it wouldn’t be called research.”

Albert Einstein

What is a genuine experiment?

A true experiment is blind. It is when you try something not because you know what will happen but in order to see what will happen. These are two entirely different strategies. One is inside-the-square and the other is outside-the-square.

My view of the lack of real experimentation in selling and business has been because of a dominant preference for short term gains. So, there is not such a strong tradition for genuine blind experimentation as there is in science.

One thought on “Einstein on experimentation

  1. “If we knew what we were doing, it wouldn’t be called research.”
    There is a tendency to behave as though we have to be subscribed to the truth from an early age. And lo and behold, if everyone behaves as if he or she is subscribed to the truth, it eventually becomes “the truth”.

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