From A to B (Shiva Manjunath)

In this episode of From A to B, Shiva and Els "Bells" Aerts explore the balance between conducting research and running A/B tests in optimization efforts. Not everything SHOULD be tested, and in fact, research can play a critical role in companies trying to improve on their site optimization when testing isn't available, due to cost, or traffic volume. Finally, they discuss in this weeks "Shit You Need to Know" section... usability testing with older adults, emphasizing the importance of accessibility and consideration for various user demographics in optimization strategies.

(00:00) Episode Start
(03:40) The Role of Research in A/B Testing
(07:13) The Importance of Understanding Your Audience
(12:38) The Role of Stakeholders in Testing
(24:23) Shit You Need to Know (Nielsen Norman Group)

Go find Els here: https://www.linkedin.com/in/elsaertsuserresearch/

This weeks "shit you need to know" comes courtesy of the Nielsen Norman Group - check out the link to their post here: https://tinyurl.com/FromAtoB-NN

Reviews, ratings, testimonials, user-generated content... we've seen ENOUGH already!

We've all been told in Marketing 101 that you NEED social proof. When does it become overkill in your digital marketing program though?

In this episode, Tracy and Shiva discuss:

00:00 Intro

02:20 Social proof is great... sometimes

06:11 The need for authentic and creative social proof

10:02 Is social proof a bandaid fix for conversion issues?

16:16 How to do (and test) social proof right

18:11 The verdict: Is social proof awesome or overrated?

19:03 LinkedIn Post of the Week

The LinkedIn post of the week is from Mariya Delano: https://tinyurl.com/FromAtoBMariya

Like what you hear? Subscribe. All the (totally legit) 5-star raters are doing it.

In this episode, Shiva has David 'Zedd' Mannheim to discuss personalization, and how 'stages' (user's intent) is more important than optimizing for pages on your website. Plus, David has a spicy take on "social proof" ...

00:00 Introduction

02:08 Concept of 'Stages not Pages'

10:38 Social proof is... not good?

21:38 Optimizing for Users vs Pages

22:51 LinkedIn Post of the Week (Eden Bidani)

Check out Eden's post here!

http://tinyurl.com/FromAtoB-Eden

And check out David Mannheim's cool shit: Made with Intent (his company), "The person in Personalisation" (his book), and go follow him on LinkedIn!

Experimentation is slow. It's what people keep telling us. And you know what?

They kind of have a point. Isn't it better to go 'slow' in the right direction (in the short term) instead of fast in the wrong direction, though?

In this episode, Tracy and Shiva discuss:

00:00 Intro

02:23 Experimentation can be slow (in the short term) - and that's ok!

09:31 Is your program slow? Or is it you?

11:26 Stop striving for pixel perfection

14:04 How to build faster processes without losing your soul

20:06 LinkedIn Post of the Week

The LinkedIn post of the week is from David Pereira: https://tinyurl.com/FromAtoBDavid

Like what you hear? Subscribe. All the failed-doctors-turned-experimenters are doing it. Ahem, Shiva.

What does it ACTUALLY mean to be "data driven", and are #CROs adequately data driven? Should we be MORE data driven? Are there some opportunities for us to actually leverage intuition more? Will Shiva keep asking Bhavik "The Sick" loaded questions?

Short answer? Yes. Bhavik "The Sick" Patel and Shiva Manjunath discuss this pretty interesting topic, which may seem controversial, but there is actually a decent amount of truth to it.

We got into:

-What it ACTUALLY means to be data driven. Spoiler: the bar is pretty freaking high

- Where are the legitimate (and not so legitimate) ways to utilize "intuition" in the CRO process

- Your coworkers with domain expertise MAY have a point to override (some) data. As long as it's not entirely ego driven, we should hear them out!

To be clear - we definitely aren't saying "throw away all data and never use it - trust intuition always forever for everything". There is some middle ground to be had, with some very legitimate reasons (some practical, some not) to introducing 'expertise' into the conversation IN ADDITION with data.

There is always some middle ground 🙈

Timestamps:

00:00 Episode Start

02:39 Picking The Wrong Metrics = Not Data Driven

6:25 Being "Data Driven" is a High Bar to Clear

13:09 Do CROs NEED to be... TOO Data Driven?

19:13 When the Results Don't Align With Basic Intuition (e.g. Twyman's law)

24:22 Post-Production Shiva Clarifies what HARKing Really Means

33:13 A Good CRO Has A Healthy Amount of Skepticism - Even When The Results Make Sense

43:03 Shit You Need to Know: Nils Stotz

Go follow Bhavik LinkedIn.

- https://www.linkedin.com/in/dodonerd/

Make sure you go follow Nils Stotz and check out his post too! https://tinyurl.com/FromAtoBNils

Subscribe to our newsletter for more memes, clips, and awesome content! https://fromatob.beehiiv.com/

If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

Knowing the job market is hard as hell recently, Shiva Manjunath decided to enlist the help of Ben "The Zen" Labay, CEO at Speero, to help you nail that CRO interview. Ben Labay has a TON of experience hiring at Speero - he even hired Shiva at some point, which he quoted as "my best hire at Speero ever."

They discussed a number of things, including: CROs should present as product owners, discuss the things you've shipped as much as possible, and demonstrate critical thinking as best as you can during the process of interviewing (especially in any CRO case studies you discuss).

Even though we all hate Ben, we can't deny he says some smart things sometimes. Thankfully every smart thing he's ever said, I captured in this episode.

Plus, if you listen to the whole episode, I drop an exclusive promo code for a hefty amount of $$$ off a ticket for EXL, courtesy of Ben. Disclaimer: I get no kickbacks or dollars for anyone who uses the code - I just want to meet as many certified homies at EXL!

Timestamps:

00:00 Start of Episode
2:22 What Does a Hiring Manger Want to Learn About You in the Interview?
10:05 Don't Be Afraid to Ask About the Day-to-Day Responsibilities
15:57 Ben Describes the Differences Between A Players, B Players, and C Players
24:46 Tips For CROs to Explain Their Process to Hiring Managers
37:17 Listener Question : Trina Moitra

Go follow Ben Labay on LinkedIn, and check out some awesome blueprints on the Speero website to learn more about experimentation things.

Also make sure you guys are following Trina Moitra on LinkedIn - she's a certified homie!!!

If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

Your tests keep on getting blocked. You're frustrated, shaking your fist at the screen, calling everyone a doo-doo head. We've all been there. It sucks. But on the heels of Gertrud Vahtra giving a talk at Experiment Nation on how to help getting alignment on testing by running workshops, I HAD to have her on the podcast to go deeper into this topic.

We got into: - Are your test approval rates too high? Too low? What does that mean for your experimentation program?

- How to appropriately redirect stakeholders to not disrupt current tests in-flight while also keeping them engaged in the process

- Where being passive aggressive CAN be helpful (and Gertrud DEFINITELY approves of this, and Shiva isn't making it up)

Timestamps:

00:00 Start of Episode

1:38 Shit You Need to Know: Gerda Vogt-Thomas

8:34 Is Lack of Business Alignment on CROs to Fix...?

14:00 How Do You Balance Many Stakeholders Without Having TOO Many "Cooks in the Kitchen"

20:51 Your CRO Program Management Lacks Meta-Data, Which Impacts Transparency and Trust in Your Program

27:53 Does Your "Idea to Experiment Run" Ratio Need Improvement...?

33:01 Establishing Clear "Drivers" Helps Reduce Blocking in Experimentation Approvals

Go follow Gertrud Vahtra on LinkedIn (https://www.linkedin.com/in/gertrudvahtra/)! And check out her Experiment Nation talk too! (out soon)

Also make sure you guys are following Gerda Vogt-Thomas on LinkedIn - link to her (super triggering) post here: https://tinyurl.com/FromAtoB-Gerda

If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

In this episode, Shiva and Rommil "The Thrill' Santiago dive deep into the state of salaries based on the latest report coming out of Experiment Nation, in addition to giving y'all some ideas and thoughts on how to make sure you're getting paid fairly!

02:29 Discussing the Experimentation Salary Report
08:06 Job Title vs. Salary Satisfaction
19:13 Tips on Getting Your Bag
22:03 LinkedIn Post of the Week

This week's LinkedIn Post of the Week is brought to you by Avinash Kaushik (who actually coined the term HiPPO - fun fact). Check out his post here: https://tinyurl.com/FromAtoBAvinash

And check out the Experiment Nation Salary Report here: https://tinyurl.com/FromAtoB-EN-Salary

Are you burned out in your #CRO job? Many of us are. Or have been. Or continue to be. Or... will be in the future. André Morys (CEO and founder of konversionsKRAFT) and Shiva Manjunath discussed this topic in this episode.

We got into: - Signs you may be burned out in your CRO career - André's thoughts on why CROs burn out more easily than in other jobs (and he's 100% right...) - Tactical ways to address the burnout you're having without fully quitting (though... quitting IS always an option)

We also got into a pretty interesting debate around using AI users in research for this week's "Shit You Need to Know"....

Timestamps:

00:00 Start of Episode 2:30 Signs You Might Be Burned Out In Your CRO Job (Or Career...) 8:51 André's Theory to Why CROs Burn Out More Than Others (...And He's Right) 15:14 CRO Is Objectively A Tough Industry to Be in 16:38 Other Major Reasons Why CROs Ultimately Get Burned Out 22:17 Your Burnout May Be More On "Dealing with Politics" Rather Than Actually CRO-Related

24:04 Tips on Dealing with Your Burnout 33:56 Shit You Need to Know: Kate Moran (Using "AI Research" - this one got a little spicy...)

Go follow André Morys on LinkedIn (https://www.linkedin.com/in/andre-morys/)! And if any of y'all are feeling burnout, you are all free to DM either one of us so we can try to help y'all work through it. Also, consider signing up for Experiment Nation's (free) "CRO Therapy" talks, moderated by the OG certified home Tracy Laranjo. Also make sure you guys are following Kate Moran on LinkedIn - link to her post here: https://tinyurl.com/FromAtoB-Kate

If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

Why are we wasting spaghetti? It's delicious! We shouldn't be throwing it at the wall...

Well Ryan "Big Brain" Lucht definitely is a big time lover of playing with food. And he makes a compelling argument for spaghetti testing, which delved into conversations into prioritization frameworks, should we TRY to "test everything," and other topics.

We got into:

-Spaghetti testing (Should you do it? Or nah?)

- Pure experimentation jobs are hard. And you’ll have to fight a LOT. But Ryan and Shiva have tips to help you on this journey

- What we can (and can’t) learn from big companies who have mature testing programs

Timestamps:

00:00 Episode Start

02:31 What Is Spaghetti Testing?

09:33 Ryan Argues More "At Bats" (Tests) Needs To Be Priority (And He May Have A Point...)

19:30 There Are Some Major Things We Can Learn From Mature Experimentation Programs

26:10 Ryan Explains Experimentation Roles Can Be Frustrating and Demoralizing (WE KNOW RYAN....WE KNOW)

33:44 More Exploration to Things We Can Learn from Mature Experimentation Programs

43:51 Shit You Need to Know: David Bland

Go follow Ryan Lucht on LinkedIn.

- https://www.linkedin.com/in/ryanlucht/

And check out some of the cool thought leadership on Experimentation hosted by Eppo:

- https://www.geteppo.com/outperform

Make sure you go follow David Bland and check out his post too!

- https://tinyurl.com/FromAtoB-David

Subscribe to our newsletter for more memes, clips, and awesome content! https://fromatob.beehiiv.com/

If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

Leadership KEEPS ON fighting you on running basic tests. They don't care about data. Your ideas "suck" (to them at least).
We've all been there. I wanted to discuss this with someone who has BOTH experience in experimentation, BUT also talking the talk with senior leadership. Of course I had to talk to Nima "The Machine" Yassini.

We got into: - What it is that leadership REALLY wants. And why CROs aren't necessarily delivering on that promise (primarily in messaging, not in actual body of work) - Why consultants are somehow more trustworthy than in-house experts (even if they're saying the same shit...) - Should experimentation really just be re-classified as 'research'?

Timestamps:

00:00 Start of Episode

2:15 Common Reasons Why Leadership Hate Experimentation

7:01 Leadership (For Some Reason...) Values Consultants Over In-House Opinions

10:20 Experimentation Needs Cross-Functional Help - We Can't Do It Alone

15:50 Creating a "Culture of Experimentation" Should Equally Focus on "Culture" - Not Just "Experimentation"

21:00 Leadership's Drive for Impact (Inadvertently) Leads to Snakeoil / Lack of Experimentation

28:16 Messaging Matters in How You Communicate What We Do

35:49 Shit You Need to Know: Michal Eisik

Go follow Nima Yassini on LinkedIn (https://www.linkedin.com/in/nimayassini/)! And check out this article he referenced in the podcast: https://tinyurl.com/FromAtoB-NimaArticle

Also make sure you guys are following Michal Eisik on LinkedIn - link to her post here: https://tinyurl.com/FromAtoB-Michal

If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

Working with clients can be a rollercoaster ride, but what happens when you find yourself strapped in with a nightmare client? We'll relive the trauma and give you things to think about, so (hopefully) you don't have to.

In this episode, Tracy and Shiva discuss:

00:00 Intro

02:05 Why it's important to spot client red flags ASAP

05:05 Signs you're working with a client from hell

15:23 How to protect yourself from client woes

21:08 Going nuclear: What if you can't walk away from the client?

24:22 LinkedIn Post of the Week

The LinkedIn post of the week is from David Hamill:

https://tinyurl.com/FromAtoBDavidH

Like what you hear? Subscribe. Even your favorite client is doing it.

In this episode of 'From A to B,' Shiva Manjunath and Stewart “The GOAT” Ehoff discuss how hard as hell it is to build CRO programs from scratch. They delve into the challenges faced by organizations at various stages, from initiating the first test to scaling up to 30 tests and beyond. They explore factors like company culture, data infrastructure, trust in the program, and resource allocation.

Timestamps:

00:00 Show Kickoff
06:36 Community Insights on Experimentation Challenges
18:18 The Reality of Experimentation in Different Company Sizes
22:18 The Challenge of Establishing a Culture of Experimentation
23:38 Debating the Hardest Part of Experimentation: From 0 to 1 vs. Scaling Beyond
29:33 Building Trust and Overcoming Cultural Barriers in Experimentation
39:47 Tactical Advice for Removing Roadblocks in Experimentation

Major shoutout to the CRO community for providing their thoughts on this topic:
Eddie Aguilar, Ton Wesseling, Slobodan Manic, Kelly Wortham, Merrit Aho, Kelly Sable, Jenn Kunz, Will Feng, Mariana Bonanomi

Make sure you’re following all of them on LinkedIn, including Stewart!!!

Are you doing 'strategic #CRO' ? What the hell even is strategic CRO? And how do you get there? Well, Talia Wolf had a post previously that triggered this discussion, so I had her on to better flesh out this idea. If you want to learn how to get from tactical to strategic experimentation, this is a can't miss episode.

Plus - we went into some spicy convo about website carousels.....

We got into:

- What rituals define 'tactical' vs. 'strategic CRO

- What is better to start with: qualitative or quantitative research?

- Tips on breaking out of the 'tactical' hamster wheel to get you into strategic experimentation

Timestamps:

00:00 Episode Start

07:10 Shiva Triggers Talia (Bad Definitions of CRO Box CRO into Tactics)

11:40 What ARE Tactics vs. Strategy?

18:43 Qualitative Data Should Be First - NOT Quantitative

26:41 Ways to Identify If Your Program is Tactical vs. Strategic

35:04 Shit You Need to Know: Carousels... CAN you actually use them?

Go follow Talia Wolf on LinkedIn (https://www.linkedin.com/in/taliagw/)!

Subscribe to our newsletter for more memes, clips, and awesome content! https://fromatob.beehiiv.com/

If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

If you squint your eyes really hard, there is something to the fact that CROs are simply Product Managers in "stats" clothing.... right? What ARE the actual differences between Product Managers and CROs? And how can CROs leverage these differences? Or how can CROs work more efficiently with Product teams?

I enlisted the help of Matt and Moshe (M&M), the experts in Product Management, to explore more of this (in addition to... MUTINY?! 🏴‍☠️)

We got into:

- Messaging matters. How CROs communicate, and work, with product managers dictates the outcomes. Be nice? Communicate well? Watch the relationship flourish and outcomes turn fantastic

- How can CROs gain the trust from product? And how much of 'lack of trust' is on product to... well, do better?

- Can we actually learn something from sociopaths in how we work / manage stakeholders? (Yes... yes we can)

Timestamps:

00:00 Episode Start

05:18 CROs are effectively... product managers. Right?!

13:55 How CROs HELP product managers by taking their tasks

18:51 Many product managers simply don't know HOW to A/B test.... (and that's OK)

25:17 How can CROs and PMs work together then...

34:45 The old "tell me how a test will do before we run it" conversation

45:27 Shit You Need to Know: Khalid Saleh

Go follow Matt and Moshe on LinkedIn. And DEFINITELY go check out their "Product for Product" podcast too:

- https://www.linkedin.com/in/mattgreenproduct/

- https://www.linkedin.com/in/mikanovsky/

- https://www.linkedin.com/company/product-for-product-podcast/

Make sure you go follow Khalid Saleh and check out his post too! https://tinyurl.com/FromAtoBKhalid

Subscribe to our newsletter for more memes, clips, and awesome content! https://fromatob.beehiiv.com/

If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

Technical marketing and analytics extraordinaire Juliana Jackson has seen a lot of shitty marketing. She joins us to explore a big question with some surprising answers: Is segmenting your audience by gender sexist?

In this episode, Tracy and Juliana discuss:

00:00 Intro

05:03 Deconstructing 'segmentation' and 'sexism'

06:39 We self-segment all the time without knowing it

09:00 Humans are complex; so why do we love labels?

10:38 Representation beyond 'the average man'

20:55 How to not be a lazy marketer

27:15 LinkedIn Post of the Week

Connect with Juliana on LinkedIn and follow her podcast Standard Deviation for more hot takes: https://tinyurl.com/FromAtoBJulianaJ

The LinkedIn post of the week is from Nneka Otika: https://tinyurl.com/FromAtoBNneka

Shoutout to Women Techmakers, a community that does inclusivity right: https://tinyurl.com/FromAtoBWTM

Like what you hear? Subscribe. All the reformed lazy marketers are doing it.

Love 'em or hate 'em, the highest paid person's opinion (HiPPO) is here to stay. The question is... do all HiPPOs suck?

In this episode, Tracy and Shiva discuss:

(2:59) What's a HiPPO?

(4:50) Is a HiPPO always a bad thing?

(9:16) Working with great (and not-so-great) HiPPOs

(18:05) LinkedIn post of the week

The LinkedIn post of the week is from Siobhan Solberg: https://tinyurl.com/FromAtoBSiobhan

Like what you hear? Subscribe. All the cool kids are doing it.

Erin "All She Does Is Win" Weigel joined Shiva to discuss UX principles / UX patterns, and how close they can be to supposed "best practices." Erin gave some pretty helpful tips on how to properly extrapolate UX patterns, and where they have downsides, but how you can still use them properly to optimize user experiences.

Erin doesn't like playing by ANYBODY'S rules... so be forewarned. Vibes were immaculate in this one.

Timestamps:

00:00 Start of Episode
7:25 "Patterns" Can Stifle Innovation In Many Cases
11:18 What is "Simple" Can Be Subjective
17:04 Erin Explains the Hierarchy of Evidence (And Why 'Best Practices' Are the Lowest Form of Quality)
27:34 Good UX Is Only Determined By Your Users (Not Anyone Else)
35:20 Shit You Should Know (Listener Question!): Sam Barber

Go follow Erin on LinkedIn (https://www.linkedin.com/in/erindoesthings/ ) - and go buy her book (https://erindoesthings.com/design-for-impact/)

If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured like the OG Certified Homie Sam Barber!

Many are talking about multi-armed bandits (MAB) killing CRO - is there truth to that? The answer: it depends!

In this episode, Tracy and Shiva discuss:

• 00:00 Intro
• 03:04 What are MABs?
• 04:45 Are MABs “real” tests?
• 06:23 Why do people find MABs so sexy?
• 09:15 When you should (and shouldn’t) run a MAB
• 13:58 How to validate your MAB results
• 16:41 LinkedIn post of the week

The LinkedIn post of the week is from Ryan Lucht: https://tinyurl.com/FromAtoBRyan

Like what you hear? Subscribe. All the cool kids are doing it.

CROs are infallible. We believe data! We trust science over opinions! We are LITERALLY never wrong, right?

Well, sometimes we may be right, but we can still be rude about it. 🫣 And no one wants to work with that one guy who, while they may be right, has to let everyone know how right they are EVERY. DAMN. TIME.

I enlisted the help of Michael Aagaard, nicknamed "Shrek" (for very good reasons...) to explore how it is that some #CROs may actually be problematic. And how their own behavior may actually be the reason why CRO and experimentation isn't being adopted or used in an organization.

We got into:

- Messaging and tone matters. You may be right, but HOW you say it may be the difference between "let's run that test" and "I fucking hate that idea"

- You're in the wrong industry if you are "testing to be right"

- Balancing "confidence" without being "arrogant" as a CRO

Timestamps:

00:00 Episode Start

04:46 Soft Skills Which Indicate You May Be a Bad CRO

13:05 Collaboration is Key - SEEKING Out That Collaboration Is King

18:26 It's Not What You Say - It's How You Say It

26:05 Risk Tolerance IS Different for Everyone - Don't Project YOUR Risk Tolerance for Others

33:25 Shit You Need to Know: Jason Haddock (How Layoffs Impact CRO)

Go follow Michael Aagaard on LinkedIn (https://www.linkedin.com/in/michalaagaard/)! And go check out Jason's post too! (https://tinyurl.com/FromAtoBJason)

Subscribe to our newsletter for more memes, clips, and awesome content! https://fromatob.beehiiv.com/

If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

Do people have legitimate pushback to A/B testing? I mean, some don't. They just hate being proven wrong. But there are others who DO have legitimate pushback. How do we address this?

Ton "The Don" Wesseling offered a ton of helpful thoughts on how we could actually push back on "logical" (but incorrect) reasons why people don't want to A/B test.

We got into:

- Pushing back on "not all tests win" without sounding like an asshole

- Pick your battles wisely, and invest time in those who WANT to test (while don't prioritize those who DON'T want to test... for your own sanity)

- Legitimize their concern. Don't talk down to them like they're wrong, because that doesn't help you, nor does it not help them

Timestamps:

00:00 Episode Start

04:08 Pushing Back on "The Test May Not Win"

09:50 Navigating Concerns on Testing Redesigns

16:11 Addressing Pushback When It's One vs. Many People (to A/B testing)

25:00 Someone Created Your CRO Role - Go Figure Out How To Be Helpful

32:35 When "Winners" Don't Affect Your Bottom Line

Go follow Ton on LinkedIn, and go nominate people who you think deserve Experimentation Culture awards run by Ton and others! (and feel free to nominate us there….)

- https://www.linkedin.com/in/tonwesseling/

- https://experimentationcultureawards.com/

Subscribe to our newsletter for more memes, clips, and awesome content! https://fromatob.beehiiv.com/

If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

This spooky season we ask one question literally nobody has asked before: Can your CRO skillsets save you from a zombie apocalypse?

In this episode, Tracy and Shiva discuss:

00:00 Intro

01:41 Can CROs survive the zombie apocalypse?

03:13 The first things a CRO would do to survive

09:11 Experimentation and data weapons for survival

18:29 The verdict: Do CROs survive the zombie apocalypse?

21:15 Guess the most (and least) popular Halloween candy with us

Like what you hear? Subscribe. All the cool zombies are doing it.

"Running a Solo CRO program is easy"

- No one ever, in the history of the world

Erika Sentz (nicknamed "pancakes" for a very good reason...) and Shiva Manjunath have seen their fair share of Solo CRO programs, and wanted to go into tangible tips and tricks you can take away to action TODAY to help you have less stress and get more done as the only person managing that program.

We got into:

- The importance of building and maintaining relationships as you scale your program. And how exactly to do this!

- Where "delegation" can actually be a core unlock to maintaining your sanity AND improving the quality of experimentation

- Communication is maybe the most important thing when you're all alone lol

- CRO is like.... making pancakes?! Yes. Yes it is.

Timestamps:

00:00 Episode Start

3:00 The Hardest Thing About Being a Solo CRO

8:17 Auditing Your Own Program Is Key

11:34 Importance of Expectation Setting with Stakeholders

17:16 Erika Keeps Talking About Pancakes

21:12 Topic Detour: A/B testing PEOPLE on Websites

22:51 Communication as a Solo CRO

32:26 Building Relationships is The Biggest Unlock

42:09 “PREACH” : Natalie A. Thomas

Go follow Erika on LinkedIn: https://www.linkedin.com/in/erikasentz/

And go show Natalie some love on her LinkedIn Post: https://tinyurl.com/FromAtoBNatalie

If you like this content, go nominate us for a community award at: https://experimentationcultureawards.com/

Subscribe to our newsletter for more memes, clips, and awesome content! https://fromatob.beehiiv.com/

If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

Marketers looove swipe files, but we don't think enough people are talking about the limitations with using them.

In this episode, Tracy and Shiva discuss:

00:00 Intro
03:27 What are swipe files?
04:33 Can swipe files replace ideation?
05:45 How you should (and shouldn't) use a swipe file
16:50 LinkedIn post of the week

The LinkedIn post of the week is from Juliana Jackson: https://tinyurl.com/FromAtoBJuliana

Like what you hear? Subscribe. All the cool kids are doing it.

Shawn "The Brawn" David joins Shiva to discuss all things bots in CRO and Experimentation. Specifically, what exactly is the difference between AI and Automation, what is exaggerated in AI/CRO, and where can we intelligently use the bots to give CROs' exoskeletons'. Plus, what are some red flags in vendors who sell AI CRO, and how to suss out if their tools are legit, or shit.

(00:00) Episode Start

(04:39) Exploring the Limits and Potential of AI in CRO

(13:05) AI in CRO - What is Hype, What is Reality?

(20:27) Harnessing AI for Efficiency, Not Replacement

(34:07) Shit You Need to Know (Chad Sanderson)

Go check out Shawn's company here: https://automatetowin.com/

Go check out all the CRO best practices here: https://crobestpractices.com/

And go check out Chad Sanderson's post here: https://tinyurl.com/FromAtoBChad

In the episode, Shiva and Bhavik "The Sick" Patel discuss prioritization frameworks. Theoretically, they are a fantastic mechanism for ensuring you have a testing program which focuses on high ROI tests - especially when resources are limited. However, they do have some drawbacks worth discussing, including subjectivity in scoring.

(00:00) Episode Start
(02:30) The Role of Effort in Prioritization
(03:01) The Need for Objectivity in Prioritization
(12:38) The Importance of Flexibility in Prioritization
(17:01) Using Prioritization Frameworks to Prove HiPPOs wrong
(20:37) Shit You Need to Know (Ben Labay)

This week's "Shit You Need to Know" comes courtesy of Ben Labay - check out his post here! http://tinyurl.com/FromAtoBBen

Pretty simple to make a hypothesis, right? If/Then statement, and boom, done. I already did most of the hard work in just having the framework.

Not quite.

A lot of work (and pre-work) SHOULD go into making a hypothesis, so that it can go from a "meh" but functional hypothesis, to a hypothesis that not only drives results, but trust in your experimentation program too! And bonus: Juliana "Run the Jewels" Jackson offers 2 columns / buckets of info you probably never considered which should be available for stakeholders to improve on the presentation of the hypothesis and test doc as a whole.

We got into:

- What exactly IS a hypothesis (good AND bad)

- Why your hypotheses actually suck (and how to make it better)

- Going beyond the hypothesis to make sure your test ideas are matching what stakeholders are looking for

Timestamps:

00:00 Episode Start

07:24 Hypotheses Need to Reflect What the Business Truly Cares About

12:54 Example of a GOOD Hypothesis

20:21 Do Hypotheses Need to Be MORE Tactical? Or More Strategic? (In Their Wording?)

27:18 Juliana's Two "Can't Miss" Buckets of Information You MUST Have for Every Test

34:31 Shit You Need to Know: Haley Carpenter

Go follow Juliana on LinkedIn, and check out her amazing “Standard Deviation Podcast” too!

- https://www.linkedin.com/in/juliana-jackson/

- https://www.linkedin.com/company/standard-deviation-podcast/

Make sure you go follow Haley and check out her post too! https://tinyurl.com/FromAtoBHaley

Subscribe to our newsletter for more memes, clips, and awesome content! https://fromatob.beehiiv.com/

If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

Shiva hosts "Kingpin" Finn McKenty, a YouTuber with over 700,000 subscribers and 120 million views, to discuss the effective use of video in website optimization. Finn has extensive experience in product, but also knows how to geek it up with other CROers. Finn and Shiva discuss a number of topics, including how to track video success/quality on website, in addition to actually utilizing video properly.

(00:00) Episode Start

(5:35) What KPIs should we look at to determine video quality?

(11:54) Video wrappers need to do a better job of 'setting expectations' to improve their success

(19:11) Why can't B2B companies actually have fun in their marketing?

(28:10) Shit You Need to Know (Saeed K. )

Go check out Finn's website here to get in contact with : https://www.finnmckenty.com/

And go check out Saeed K.'s post here: https://tinyurl.com/FromAtoBSaeed

You're doing it wrong... but it may not be entirely your fault? Perverse incentives in experimentation can lead to cherry-picking results, running 2-day tests, and ignoring long-term effects. If you do this purposefully though, you're ruining experimentation for everyone and we hope you stub your toe.

In this episode, Tracy and Shiva discuss:

00:00 Intro

03:52 What are perverse incentives?

06:18 Perverse incentives in experimentation

17:28 How perverse incentives ruin it for everybody

19:46 LinkedIn Post of the Week

The LinkedIn post of the week is from Simon Girardin: https://tinyurl.com/FromAtoBSimon

Like what you hear? Subscribe. All the snakes are doing it. *hissss*

9/10 pasta makers agree on this one simple fact.* Throwing shit at the wall is fine at a food fight, but a no-no in your testing program.

The cure? Iterative testing. It's like a pressure washer for your wall, cleaning up the mess you made from all that janky spaghetti testing. 

In this episode, Tracy and Shiva discuss:

00:00 Intro

02:12 Iterative vs. spaghetti testing

03:35 Research is pointless if you don't act on it

07:52 How to tell if you're spaghetti testing

10:27 Practice makes perfect

20:28 LinkedIn Post of the Week

The LinkedIn post of the week is from Devansh Sharma: https://tinyurl.com/FromAtoBDevansh

Like what you hear? Subscribe. Even Chef Freakin' Boyardee is doing it.

*Don't quote us on this one.

Amazon's in hot water with the FTC for *alleged* use of dark patterns. What really happened and what can experimenters learn from this?

In this episode, Tracy and Shiva discuss:

00:00 Intro

04:05 Why Amazon is being sued by the FTC

04:46 Dark patterns vs. persuasive design

06:55 Do we think Amazon used dark patterns in their subscription cancellation process?

15:08 LinkedIn post of the week

The LinkedIn post of the week is from Emma Travis: https://tinyurl.com/FromAtoBEmma

In this episode we mention Kill Your Conversion Killers, a book by Joris Bryon. Find it for free here: https://tinyurl.com/FromAtoBJoris

Like what you hear? Subscribe. All the rizz gods are doing it.

Shiva started drama on LinkedIn the other day in a (seemingly innocuous) post arguing that "bug fixes are not experimentation". Let's just say the comments got lit and we want to talk about it.

In this episode, Tracy and Shiva explore:

00:00 Intro

02:45 The LinkedIn drama that started it all

03:56 Differentiating bugs vs. bad UX

06:08 Why most of us don't have the luxury of testing bugs

13:37 Why WOULD you test a bug fix?

19:25 LinkedIn Post of the Week

The LinkedIn post of the week is from Daphne Tideman: https://tinyurl.com/FromAtoBDaphne

Like what you hear? Subscribe. All the people who have colds right now are doing it.

You just started a new testing program and the execs expect wins NOW (well, they expected results before your first day, but will settle for now). Where do you go from here?

In this episode, Tracy plays the 'devil's advocate' in a new segment (we're beta testing...), where one of us is forced to steelman the opposite position. In this case, Tracy (fantastically) played the annoying, win-obsessed exec.

In less than 30 minutes we cover:

00:00 Intro

03:41 Learnings don't pay the bills, right?

06:29 Won't testing-to-learn take a while to get results?

08:02 My buddy says this hack made them millions

09:23 Are learnings a scam to distract me from crap results?

16:33 Putting it all together

22:02 LinkedIn Post of the Week

The LinkedIn post of the week is from Carlos Trujillo:

https://tinyurl.com/FromAtoBCarlos

Like what you hear? Subscribe. Even the executive who wanted a win yesterday has done it.

Nobody wants to work (shitty jobs) anymore! We think that's pretty great. In this episode, Tracy and Shiva help you spot a crappy CRO/experimentation job by learning from our many job-hunting mistakes.

We cover:

00:00 Intro

02:42 Job hunting kind of sucks

05:11 Red flags in the job description

13:22 Red flags in the interview

21:21 Wrapping it up all

24:08 LinkedIn Post of the Week

The LinkedIn post of the week is from Ruben De Boer: https://tinyurl.com/FromAtoBRubenDB

Find some additional support for your job hunt with these resources:

Experiment Nation CRO Salary Report: https://tinyurl.com/FromAtoB-ENsalaryreport

More red flags shared by the community: https://tinyurl.com/FromAtoB-Redflags

Like what you hear? Subscribe. Even the people who live under a rock are doing it.

Are CROs secretly just growth marketers? Maybe... but how do they work better with growth marketers? Shiva decided to understand this better by talking to marketing expert, and head of Demand Gen at Chili Piper, Tara "Ice Spice" Robertson.

In this episode, we discuss some pretty tactical activities on what makes Growth Marketers tick, and what things they care about (or don't care about). In addition, we look at things that are important to them, and how CROs can work better to solve their problems and create lasting, and fruitful, relationships with demand gen marketers. Plus, Tara shares maybe the worst test idea Shiva's ever heard of.
This was a banger episode.

Timestamps:

00:00 Start of Episode
3:25 Tara's experience with CROs
11:06 Growth Marketer's perception of CROs
13:09 How to build trust with Growth Marketers
24:22 The worst test idea ever
28:33 Shit You Should Know: Emily Kramer

Go follow Tara on LinkedIn (https://www.linkedin.com/in/taraarobertson/) - she posts A+++ content!

And go check out Emily Kramer's post: https://tinyurl.com/FromAtoB-Emily

In this episode, Shiva and Erin "All She Does Is Win" Weigel discuss different kinds of designers (Designers vs designers... apparently there is a difference), and gives you a glimpse into the mindset of a designer so you can understand how better to collaborate with them. Also her dog interrupts the show but we are ok with this because dogs are awesome.

Timestamps:

00:00 Show Kickoff
02:39 Understanding designer's Mindset
11:01 What makes a designer tick?
12:44 Erin's dog disrupts the show
21:42 How to work with a bad designer
24:54 LinkedIn Post of the Week (Els Aerts)

This week's LinkedIn Post of the Week is brought to you by the awesome Els Aerts. Check out her post here: http://tinyurl.com/FromAtoB-ElsAerts

And check out Erin doing things at https://erindoesthings.com/

We'll put money on the fact that you've had your fair share of decision-makers who couldn't care less about user research.

You know research is important. But how do you get THEM to see the light?

In this episode, Tracy and Shiva discuss:

00:00 Intro

01:51 Signs leadership doesn't care about research

04:55 WHY research fails to get taken seriously

10:27 The consequences of ignoring research

13:36 What to do about research-allergic leaders

22:32 LinkedIn Post of the Week

The LinkedIn post of the week is from Nima Yassini: https://tinyurl.com/FromAtoBNima

Like what you hear? Subscribe. All the fed-up user researchers are doing it.

A special shoutout to these folks who shared their tell-tale signs that leadership doesn't take research seriously:

• Anthony Wallace
• Melanie Kyrklund
• Simon Girardin
• Els Aerts

In this episode, Shiva and Juliana discuss how to break into the field of experimentation, the importance of understanding experimentation principles, and the value of critical thinking in the process. They also share tips for product owners and engineers who want to start testing and experimenting with small changes without disrupting the entire website.

Juliana has some EXCELLENT tips for little ways you can test without breaking your site entirely, which is great for actually breaking into testing!

Timestamps:

00:00 Show Kickoff

01:57 Juliana's Professional Path

02:44 Understanding Experimentation

12:51 Tips on Running Smaller Scale Tests (without fucking up your site)

22:58 LinkedIn Post of the Week (Ryan Thomas)

This week's LinkedIn Post of the Week is brought to you by Ryan Thomas - check out his spicy post here: http://tinyurl.com/FromAtoB-RyanThomas

Be sure to follow Juliana and her dope podcast at Standard Deviation Podcast and her marketing blog at https://juliana-jackson.com/

Are "best practices" in experimentation and CRO overrated? Or is there a legitimate use case for them? Talia "The wolf" Wolf and Shiva Manjunath discuss where 'best practices' fail, but also where can perhaps 'good' practices be utilized properly. In addition, are 'best practices' going the opposite direction of 'personalization'?

This episode was a banger.

(00:00) Episode Start

(2:45) What IS a "best practice"?

(8:40) Why do "best practices" exist?

(13:04) Are 'Shopify templates' just 'best practices'? Are they even valuable?

(23:15) Are 'best practices' anti-personalization?

(28:33) Shit You Need to Know (Moe Ali)

Go check out Talia's company here: https://getuplift.co/

Go check out all the CRO best practices here: https://crobestpractices.com/

And go check out Moe Ali's post here: https://tinyurl.com/FromAtoBMoe

In many ways, CRO and UX have overlap. But how different are they? And how does UX view CRO? We enlisted the help of Victoria Sakal to go deep into this conversation to understand this from a UXer's perspective. Victoria 'The Warrior' Sakal shared some VERY interesting perspectives which can help CROs and UX collaborate more deeply, among other golden nuggets of information....

We got into:

- How UXers view CROs (rightly, or wrongly...)

- Where UX and CRO actually overlaps (spoiler: they share many things in common)

- Ways for UX and CRO to strengthen their collaboration

Timestamps:

00:00 Episode Start

02:08 What IS CRO To UXers? How Do Others in the UX Space View CROs?

08:51 UX Seems to Look An Awful Lot Like What CRO Is....

14:20 UXers Should Embody CRO Principles

17:40 Why Do (Some) UXers Ignore Data?

22:37 How to Talk To Defensive UXers

31:45 There is a Need For A Shared Database of Insights Across UX / CRO

40:21 Shit You Need to Know: Sandip Amlani

Go follow Victoria Sakal on LinkedIn (https://www.linkedin.com/in/victoriasakal/)!

Also make sure you guys are following Sandip Amlani on LinkedIn - link to his post here: https://tinyurl.com/FromAtoB-Sandip

Subscribe to our newsletter for more memes, clips, and awesome content! https://fromatob.beehiiv.com/

If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

Google Optimize, once a blessing for newbie optimizers, will cease to exist in September. Is this such a bad thing though?

In this episode, Tracy and Shiva discuss:

00:00 Intro

04:03 Is the GO sunset panic justified?

08:36 Were Optimize features a stand-in for proper resources?

15:09 Considerations for your next testing tool

21:10 LinkedIn Post of the Week

The LinkedIn post of the week is from Jonny Longden: https://tinyurl.com/FromAtoBJonny

In this episode we mention Analytics Toolkit. Find it here: https://tinyurl.com/FromAtoBToolkit

Like what you hear? Subscribe. All the hydro homies are doing it.

Slobodan "The Maniac" Manić joined Shiva to rap about snakeoil in CRO. From understanding the importance of process-focused methodologies, recognizing red flags in case studies, and emphasizing research over results, this episode equips you with the tools needed to avoid being deceived by CRO scams.

This is important, because many times people will call themselves 'CROs' and, unfortunately, it ends up cheapening our reputation when bad faith actors use our name to peddle bullsh*t.

Slobodan is the homie, and this was a banger podcast. Vibes were immaculate.

Timestamps:

00:00 Start of Episode
2:27 What IS Snakeoil...?
5:14 Snakeoil in CRO Case Studies
8:39 Are "Guarantees" Bad?
11:48 Fixation on "Micro" vs "Macro" Metrics Can Be Problematic
21:35 Detecting Snakeoil in CRO Agencies
38:22 Shit You Should Know : Tim Mehta

Go follow Slobodan on LinkedIn, and subscribe to his show at https://www.nohacks.show/

Also make sure you guys are following Tim Mehta on LinkedIn - he posts great content!

If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

Gerda "The Koala" Vogt-Thomas joined Shiva to discuss a number of things related to politics in CRO and experimentation. A number of politic-related things are discussed, including in-house vs. agency-side politicking, and even removing "emotion" from the decision-making process to help get more buy in / reduce your own personal stress in CRO.

Also, Shiva somehow comes up with an analogy that CRO is like Jenga... and it low-key kinda works?

Timestamps:

00:00 Start of Episode
2:26 Gerda's background and journey to Koalatative
7:46 Differences in politics between in-house vs. agency
19:07 All stakeholders are babies, and we should treat them as such
27:54 Shit You Should Know: Hristian Kambourov

Go follow Gerda on LinkedIn (https://www.linkedin.com/in/gerda-vogt-thomas/) - and check out her company, Koalatative (https://koalatative.com/)

And go check out Hristian Kambourov's post: https://tinyurl.com/FromAtoB-Hristian

Sam "The SEO Guy" and Shiva Manjunath discuss all things SEO and content in this episode of From A to B. Why is it that SEOs and CROs are fighting for resources... when in reality, they should be SHARING resources under a shared goal! In addition, they discuss things why page intent matters, and how CROs should be focused on this just as much as SEOs.

Timestamps:

00:00 Show Kickoff
3:37 SEO and CRO Overlap
10:37 Search Intent and Page Purpose
18:10 Why Do SEOs and CROs Hate Eachother
24:15 Tips on SEO/CRO Collaborating
34:12 AI and SEO - Do They Play Nicely?

Go check out everything Sam does on his website, (https://www.breakingb2b.com/) and go check out his podcast (https://open.spotify.com/show/1rJ7NqYMMsULgeIN9rjdG0)

Every experimenter has wondered the same thing at some point: "Should I work at an agency or go in-house?" Good thing we've roughed it out in both environments so you don't have to.

In this episode, Tracy and Shiva discuss:

00:00 Intro

04:18 Should you work agency or in-house first?

05:24 Pros and cons of working in agency vs. in-house environments

16:48 When contracting may be your best bet

19:10 Shiva derails the conversation with more pros and cons

24:19 LinkedIn Post of the Week

The LinkedIn post of the week is from Will Nitze: https://tinyurl.com/FromAtoBWill

Like what you hear? Subscribe. All the HiPPOs are doing it. Just kidding, they aren't.

In this episode, Shiva and Eden Bidani discuss copy. Is it important?

Yes.

Yes it is. But specifically, they discuss bad examples of copy, the importance of differentiation in copy, and avoiding ways to use buzzwords and improve on clarity within CRO / copywriting. Plus, Eden gives an example of using ChatGPT for copywriting which legitimately leaves Shiva speechless (not clickbait - legitimately happened).

(00:00) Episode Start

(01:50) Fun Examples of Bad Copy

(07:13) The Role of Experimentation in Copy Optimization

(18:35) The Emotional Impact of Copy

(22:20) Eden Defends Her Stance of "Too Much Data Can Be Bad"

(29:05) Shit You Need to Know (David Gerhardt)

Go check out Eden on LinkedIn here:
https://www.linkedin.com/in/edenbidani/

And go check out Dave's post here: https://tinyurl.com/FromAtoBDave

How should optimizers approach experimentation in B2B vs. B2C? Is it truly that different, where it's a skillset that is specialized? Or is there a standard process that can be adopted across both.... with SOME nuance, but really you can be an expert in both at the same time.

Shiva Manjunath enlisted the help of Carlos "The Selfie King" Trujillo, who JUST taught a course on CRO for Ecommerce Growth, to discuss this. We netted out basically saying "there aren't any major differences in process." However, there are some nuances worth exploring which can strengthen how you approach B2B vs B2C in CRO, specifically around psychology of users, differences in metrics (and test success), and research methods used.

If you listen to the whole episode, I drop an exclusive promo code for a hefty amount of $$$ off a ticket for EXL. (Disclaimer: I get no kickbacks or dollars for anyone who uses the code - I just want to meet as many certified homies at EXL! Plus, if you come, you can get a selfie with the selfie king himself!)

Timestamps:

00:00 Start of Episode
2:55 Exploration of Process for B2B vs B2C
11:32 One Major Difference in CRO for B2B v s B2C
16:06 The Definition of "CRO" Is Important to the Conversation
20:34 Solutions for Problems May Be The Differentiation
29:29 Listener Question : James Carbary (plus other discussion related to CRO in B2B vs B2C)

Go follow Carlos Trujillo on Linkedin, and check out his course taught at CXL (https://cxl.com/institute/online-course/cro-for-ecommerce/)

Also make sure you guys are following James Carbary on LinkedIn - link to his post here: https://tinyurl.com/JamesAtoB

If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

What do websites and toilet paper have in common? You can tear them down and sometimes those teardowns are full of shite.

In this episode, Tracy and Shiva discuss:

00:00 Intro

03:28 What's a website teardown?

05:23 Why do marketers love teardowns so much?

07:28 How teardowns can be kinda bullshit

10:56 How to use a teardown responsibly

17:27 The verdict: Awesome or overrated?

19:20 LinkedIn Post of the Week

The LinkedIn post of the week is from Gerda Vogt-Thomas:

https://tinyurl.com/FromAtoBGerda

Like what you hear? Subscribe. Apparently a bunch of people in the Netherlands are doing it and now we're ranked #11 in the marketing category.

Terrified of running your first A/B test? We've all been there. While it may be super intimidating... you CAN do it! And we're here to help! Shiva Manjunath and Kelly "The TLC" Wortham. recorded an episode to help you reduce that anxiety of running your first test.

We got into: - Asking the CRO community their first A/B tests - Things to not care about in your first A/B test - Some easy, and quick, A/B tests for you to run as your first

We also got into some interesting debate around using ROI calculations to calculate revenue for A/B tests in the "Shit You Need to Know" section...

Timestamps:

00:00 Start of Episode
1:42 Kelly's First Ever A/B Test
3:51 The CRO Community's First A/B Tests
9:34 CROs are Addicts... For Test Results
15:00 Shiva Gives Bad Advice for CROs
20:53 Things Which Are Important for Your First A/B Test (With Some Ideas to Run Your First Test)
35:07 Shit You Need to Know: Calculating ROI for Tests Results (this one got a little spicy... ;)

Go follow Kelly Wortham on LinkedIn (https://www.linkedin.com/in/kellywortham/), and go sign up for the TLC community - it's free, and SUPER fun. (https://testandlearn.community/). And go check out Experimentation Island, a conference on experimentation in February 2024 (https://experimentationisland.com/)

Also make sure you guys are following MJ Smith on LinkedIn - link to her post here: https://tinyurl.com/MJ-FromAtoB

If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

Website redesigns are the literal worst. They'll happen whether you like it or not, and chances are you still have to clean up the mess if/when they go wrong. Here's how to prepare for (and test) a redesign and still sleep at night.

In this episode, Tracy and Shiva discuss:

00:00 Intro

03:47 Legit vs. shit reasons to redesign your site

07:54 The first things you must do before a site redesign

18:50 The redesign went live... now what?

28:02 LinkedIn Post of the Week

Still freaking out about how to handle redesigns without losing your mind? See Tracy discuss this in the VWO Webinar "How to Survive a Redesign Fail": https://tinyurl.com/FromAtoBVWOTracy

The LinkedIn post of the week is from Kyle Hearnshaw: https://tinyurl.com/FromAtoBKyle

Like what you hear? Subscribe. All the 4D chess masters are doing it.

You might be writing crappy hypotheses. Guess what - it's killing your experimentation program. It's time to reverse the curse.

In this episode, Tracy and Shiva discuss:

00:00 Intro

03:15 Hypotheses defined

03:50 What crappy hypotheses look like and why they happen

06:08 Incorporating research in your hypothesis

17:42 The anatomy of a strong hypothesis

18:42 LinkedIn Post of the Week

The LinkedIn post of the week is from Michal Eisikowitz: https://tinyurl.com/FromAtoBMichal

Like what you hear? Subscribe. Even your therapist is doing it.

Browse your LinkedIn feed for 10 minutes and we guarantee you'll find advice encouraging you to copy so-and-so's website. Because if they're doing something, it must work... right? Not quite.

In this episode, Tracy and Shiva discuss:

00:00 Intro

04:05 What's the harm in blindly copying your competitors?

05:57 Shiva burps

06:08 What's the harm in blindly copying your competitors? (continued)

09:23 How to 'watch' competitors instead of flat-out copying

23:59 LinkedIn Post of the Week

The LinkedIn post of the week is from Tom Collver: https://tinyurl.com/FromAtoBTom

Like what you hear? Subscribe. Even your competitors are doing it. This is the only time we recommend copying them.