“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.

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