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Risk: Not seeing things that are there.
Occurs: When your experiment fails to detect, for example, a customer job it
was designed to unearth.
Tips
Make sure your test is adequate. Dropbox, a file hosting service, initially tested
customer interest with Google AdWords. They invalidated their hypotheses,
because the ads didn’t perform. But the reason people didn’t search was because
it was a new market, not because there was a lack of interest.
The “Local Maximum” Trap
Risk: Missing out on the real potential.
Occurs: When you conduct experiments that optimize around a local maximum
while ignoring the larger opportunity. For example, positive testing feedback
might result in you sticking with a much less profitable model when a more
profitable one exists.
Tip
