Change direction when repeated tests disprove a core assumption but reveal a stronger adjacent pattern. Stop when learning has stalled, commitment remains absent, and the cost no longer fits your goals.
Work through it
Review the evidence
Compare actual behavior with the thresholds you set before each experiment.
Find the pattern
Look for a customer, use case, or channel that consistently performs better.
Separate fatigue from facts
Consider whether the issue is recoverable execution, missing capability, or a false premise.
Set a decision date
Choose what must become true by a specific point to continue investing.
Common mistakes
- Pivoting after one rejection
- Continuing to protect sunk cost
- Changing everything at once