The Lean Guide To Digital Advertising - Brent Halliburton

The Lean Startup concept of iterative testing of ideas to validate concepts seems useful and efficient on face, but sometimes (theoretically many times) a test fails. This places the start-up at a critical juncture: Conclude that the test had demonstrated shortcomings and move on or conclude that the test was designed in a way that failed to effectively validate or invalidate the business concept. How is an entrepreneur to know with confidence that the business idea is being validated effectively..