Google more than once. Literally and metaphorically. Don’t stick with the first answer you’ve found. Listen to different arguments. Read more than one article or book on the same topic. Train your brain to learn, not to stick to the effortless answer. Challenge your brain not to default to the easiest way out.
This strategy is sometimes called the “kill the company” exercise in organizations because the goal is to spell out the exact ways the company could fail. Just like a Premeditation of Evils, the idea is to identify challenges and points of failure so you can develop a plan to prevent them ahead of time.
Bezos and Zuckerberg aren’t saying that experimentation is one of many strategies. They are saying it is THE strategy. In this article, you’ll see how luminaries across many fields use deliberate experimentation and how you can use it to increase your odds of success in your professional and personal life.