For changes that can be A/B tested, the negative outcomes can be ignored since they will be jettisoned. That changes the calculus of impact from positive-negat

For changes that can be A/B tested, the negative outcomes can be ignored since they will be jettisoned. That changes the calculus of impact from positive-negative, to just positive. A big improvement. And presumably, the positive improvements are multiplicative. (i.e 1.01^100 ~= 2.7) > (1 + 100 * (1.01 -1) = 2.0) Whether with prior research, or after the fact verification, allowing your customer to be the source of what is, or is not, a good market fit always wins. But first, do no harm!