There’s a secret to continuous innovation cycles. Instead of seeking to prove, seek to improve.

It’s a tempting trap to seek data that proves what you’re doing is working. Fishing for the positives usually leads to fundamental attribution error. It reinforces the status quo.

Instead, seek to improve. It only takes a small increment. Two to five percent this time around may not seem like much, but the goal is to repeat. Over time, the cumulative effects are exponential.

But it all starts with how you approach your data. Seek to improve, not to prove. That’s the key behind A/B Testing.