(2024-04-06) Maurya Learn Qualitatively Verify Quantitatively

Ash Maurya: Learn qualitatively, verify quantitatively. While methodologies like Lean Startup draw a comparison between science and entrepreneurship, the goals of scientists and entrepreneurs are quite different.

entrepreneurs chase temporal truths (insights) and must rush to build repeatable and scalable business models before running out of resources.

Qualitative learning is the fastest (and only practical) way to gather insights at the early stage.

qualitative experiments will typically reveal insights faster than quantitative experiments because of your ability to ask customers why.

each customer pitch is an opportunity to understand why customers buy or don’t buy your product. Conversations versus landing pages afford more freedom for exploration.

I. Establish a weekly baseline.

Repeatability is the first condition to establish. If you can build a system that lets you repeatably pitch to even 10 prospects a week (in person), you’re off to a great start.

II. Chase causality.

Don’t settle for random results or assume you know why customers behave the way they do. Err on the side of asking more "why-directed" questions — even for seemingly obvious behaviors.

III. Double down on signals that stick.

Quickly turn your insights into mini-campaigns that you (qualitatively) A/B test against your weekly baseline.