A note on experimentation and growth hacking...

We’ve said this in many ways throughout this book, but here it is again:

Whether your efforts receive a lukewarm reception or you capture lightning in a bottle almost instantly, never get stuck in one place. Change is coming either way, and you’re much better off being prepared to make a move when it does.

That doesn’t mean you should swing wildly from one tactic to the next. Find a middle ground by adjusting your goal from “success” to learning what your customers want and are willing to pay for.

As you test and iterate your offer, your pricing, your growth channels—even your target customer, try to focus on only changing one variable at a time so your results have meaning. Don’t expect instantaneous success, but also don’t get attached.

Finding the line between giving up too soon and holding on too long is something you’ll get better at over time. ALL of this is stuff you’ll get better at over time. Be kind to yourself as you’re learning—or, in other words, have some empathy for you.