Brant Cooper discusses what it takes to complete rapid experiments and how it can be the fast track to overcoming uncertainty. 

The goal is to separate what customers will do vs. what they say they’ll do. Too many entrepreneurs and corporate product people rely on “positive feedback” to make decisions. Countless hours and dollars are wasted assuming they know what their customers want based on little to no evidence. With rapid experimentation, customer behavior is a key part of the process. 

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