You can’t A/B test to success

Companies like Netflix, Booking and Amazon test everything. They try to make decisions as much as possible based on data. It almost makes you believe that extensive A/B testing is key to success.

People were renting movies by visiting stores and driving back to return rentals. After Netflix offered the option to rent DVDs by mail, nobody had to leave their home to rent a movie anymore.

Nokia was leading the race for smaller, better and faster mobile phones. Every new model improved upon the previous one. Until Apple came along and changed the…