The purpose of testing is not running experiments — it is making decisions.

Four Possible Actions

1. Test a new hypothesis
2. Continue testing the same hypothesis
3. Pivot the business model or value proposition
4. Kill the idea

Confidence Depends On

• Strength of evidence
• Number of experiments
• Reproducibility
• Behavioural validation

Important Principle

Weak evidence requires more testing before major decisions are made.

Key Insight

A business testing process without action becomes research theatre.

Links

• Mastering Business Testing
• Idea 01 - Hypotheses Make Assumptions Explicit

Reference

Strategyzer (2026) Strategyzer | Mastering Business Testing. Available at: https://www.strategyzer.com/ (Accessed: 28 May 2026).

Last Updated: 31/05/26