Rigorously track results, assess what is working well and what is not. Adjust tactics based on outcomes without changing strategy.
Build evidence to refine subsequent choices. Insights emerge from doing.
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In Creating Great Choices, Riel and Martin provide a framework for making wise strategic decisions by generating multiple options and carefully assessing them before committing to a final choice. They outline techniques to avoid narrow either/or thinking.
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Similar ideas to Learning Iteratively from Results
Don't think you can continue to relate to your customer. Instead, make a list of the outcomes you want, then make a guess what will get you there based on data and research.
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