Many of these tests should be immediately and permanently stopped

Many of these tests should be immediately and permanently stopped. Some should be re-framed and focused to

reflect what has been learned, especially where there is an execution problem. In either case, little benefit

is gained by continuing with the planned test.

At each review ask why the test should continue any further and what will be gained. Often, the decision should

be that the test not continue and that nothing will be gained because as much useful information has already

been gathered as one can hope for.

On the other hand, the unexpected may provide clues to breakthroughs. Especially pay attention to situations

where a customer buys a great deal more than you would have ever thought possible, and where customers ignore

something that looks like a great deal.

In the former instance, you may simply be seeing leakage. A local unit of a national organization may be buying

into your new offering for their whole company. That means that your test is working, but not as well as you

thought.

Of even greater significance is the possibility that they have found an additional way to use your offering.

Ray Kroc's first introduction to McDonald's came from his curiosity about why one hamburger stand in San

Bernardino, California was ordering so many more milk shake mixers than any of his other customers.