Only 30 to 50 percent of product experiments win, because consumer behaviour is too unpredictable to be predicted from a hypothesis.

I mean in my experience the typical win rate and I hate to use that term for experiments is is often something like 30 to 50%. Like usually you're not actually get like you're trying a bunch of things a lot of hypotheses turn out not to be true. you know, consumer products are very unpredictable like that.