EXPERIMENT DESIGN
Turn the constraint into the smallest credible test.
Morrow defines a measurable experiment with a hypothesis, target customer, sample, duration, thresholds, stop conditions, and the decision it is designed to unlock.
One decision at a time
Resolve the highest-priority uncertainty.
Each experiment should resolve the highest-priority uncertainty for the current constraint, not test several unrelated ideas at once.
Thresholds first
Approve success and failure before results arrive.
Success and failure thresholds are approved before outcomes are recorded, so interpretation cannot drift after the fact.
What stays fixed
Preserve what should not change.
The experiment specifies the elements that must remain constant so the observed result stays interpretable.
Designed to unlock a decision
Every test states what it decides.
Each experiment declares which decision its result will support, so no test runs without a downstream action.