if you cannot fail, you cannot learn. - Eric Ries

we were much more likely to run experiments on our customers than we were to cater to their whims.

Departments too often spend their energy learning how to use data to get what they want rather than as genuine feedback to guide their future actions.

Build-Measure-Learn. The fundamental activity of a startup is to turn ideas into products, measure how customers respond, and then learn whether to pivot or persevere. All successful startup processes should be geared to accelerate that feedback loop.