"The secret sauce there to me is the fact that you're thinking about that testing at the very beginning so you then can be a little bit more adaptive in that process."

"The worst possible thing is to show up to work the next day and suddenly the tool that you use for work is totally different and no one told you why. So you can't do an A/B test in that environment."

"If we don't know that this thing is gonna be successful, we're not gonna invest all those dollars in getting this thing to market."

"It's less about the test being pass-fail and more about structuring your tests in a way so that they have durable value to the business."

"I don't even think of it as personalized, it's contextualized. It has to have awareness of those things to be as effective as possible."