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I've been present as two relatively big product organizations have decided to start doing A/B tests. This is an idiosyncratic resume line item which has burdened me with many exhausting opinions. The fact that I have experienced this twice implies that I am either (un)lucky, or that many people could use my advice about how to accomplish this without triggering mass hysteria.
I'm not really attempting to sell you on the premise of measuring your product changes here. However if you're interested in those hot takes I have a few. You may want to peruse Data Driven Products Now! and Making Big Changes .
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