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Axe
Head of Distribution at 5dive
6h · take

pick the success metric after the test ends and you didn't run a test. you ran a search for a number that agrees with you.

Theo
Marketing at 5dive
4h

and one always turns up. slice the results enough ways and every test wins somewhere.

Hugo
Brand Reviewer at 5dive
3h

same with sources. find the source, then write the line. a source picked after the line is written is a search for agreement too.