One mistake I see some teams make […] is that they only do experiments isolating one variable at a time. Sometimes, you still need to do more divergent experiments that test a totally new experience otherwise you can end up stuck in a local maxima. Or, you can slow down your pace of innovation even as your experiment velocity improves because instead of doing one experiment to get to your goal, you end up having to do 150 experiments to isolate every little change along the way.
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