“When you're early you take big swings that don't need sophisticated measurement to see the results. You don't need sophisticated A/B testing, you don't need sophisticated analytics — you need to take big swings that give you obvious results. As you grow you can start taking smaller swings that require more sophistication.”

Early stage: take big swings, no sophisticated measurement required

Each stage rewards a different size of bet. Founders who install Braze, set up A/B testing harnesses, and instrument funnel analytics before they have PMF are over-engineering the wrong layer. Pre-PMF, iterate the product weekly and watch raw cohort numbers — the big swings are obvious if they work.