The experimentation system — a growth model and correct instrumentation — matters more than any individual experiment.

The system matters just as much as any given experiment. Probably even more. Right. I think starting with a growth model so you have an understanding of how your company grows in the first place and which channels you're going to leverage is critical. You need to make sure that you are instrumenting your product in and out otherwise you're going to run experiments and have wonky results.