Purpose: Design the cheapest possible way to reduce uncertainty.

1. Assumption Under Test

• The single most critical assumption being tested

2. Learning Method

• Type of experiment (prototype, landing page, etc.)

3. Required User Action

• Observable behavior required from the user

4. Success Signal

• What outcome would increase confidence in the bet

5. Failure Signal

• What outcome would meaningfully weaken or invalidate the bet

6. Cost of Learning

• Time required
• Resources required
• Irreversibility (if any)