Get Experimental: How – Beware Circular Logic


Those of you who’ve worked with us or attended an event with us will likely have heard us banging on about experiments. It is something which under pins a huge amount of our work, this blog series will look at the what, why and how getting experimental can work with your business.


How – Beware Circular Logic.

There will be some experiments in your business which are really tricky to access objective data for. If you find yourself in this territory, start by really challenging yourself to see if there are data points you can use to measure impact. If there aren’t, or if the data is imperfect or incomplete be careful about how you analyse findings. It is surprisingly easy to introduce circular logic when you assess experiments.

Take, for example, a business owner who believes themselves to have a very good track record of recruitment. They recruit two super-stars, and that confirms their own brilliance. Then they recruit a really low performer – in analysing that decision they assess the low performing employee as being deceptive – in short their recruitment approach was correct, so the reason that they have a poor performer is that the individual in question is unusually deceptive.

Set out like that, we can all see that this is unhelpful logic, but in real life we make poor assessments and justifications a lot more than most of us would like to admit.


OK science-nerds, go experiment and let us know how you get on. You can read the rest of this series <here>


Blog by Isla…


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