The line to success is not straight. It’s not even limited to up and down. It’s squiggly.
At GoodUnited, we believe in testing—testing that ultimately leads to progress. But that doesn’t mean we’re only moving up and over, because tests sometimes fail, and that loops us around.
The goal: fail forward. Risk cheap failure to avoid big, expensive failure. Learn from data, and run a new test. More testing, less uncertainty. And that’s the squiggly line of success.