When Uber attempted to raise the incomes of its drivers by increasing its base fares, it worked at first, but within six weeks, earnings fell back down to what they were.

The reason is that the opportunity of making more money on the app drew more people to drive for Uber, resulting in each...

McDonald's erroneously used a focus group to convince themselves to roll out the Arch Deluxe.

It was indeed popular with a small group of loyal customers, but that was not the future target of the company.

It is vital to evaluate if your initial success depends on unscalable ingredients.

For example, it would be a mistake to use ample resources to hire the best preschool teachers, then expect that their positive results would be replicated when the curricula they use was scal...

There are five vital signs to consider when thinking about whether an idea, policy or product can scale.

1. Watch out for false positives.
2. Consider if you're misjudging the representativeness of the demographic.
3. Understand the cons...

In 1996, McDonald's believed that the Arch Deluxe hamburger was the solution to their growth that had flatlined. The burger appealed to a new, older demographic. Extensive focus groups showed adults liked the burger, so the company invested a lot of money in rolling the burger out nationwide.

An idea may look promising at first, but when it is rigorously tested, the results may fail to replicate.

If you find a good result in one area, it doesn't mean you should roll it out everywhere. First replicate it in that area to ensure it's a true result, then try it out in other markets....