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The cost of change is guaranteed, the upside is not.
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0:00In any given function, let's say that this is your baseline of performance. Now, whenever you change anything, in my experience, you get about a 20% decrease in performance immediately. So, if you change your sales script, you get a decrease in performance. You change your your ad copy, often times you get a decrease or decrement in performance. And so, if I know that I'm guaranteed to have this 20% decrease, then it means that I need to make changes that I have a very strong idea that they're going to have at least a 20% increase effect. If you're building a physical product, if you're building software, that's different. In a service business, if you're changing process that people have to execute, very tough. Make sure that it's worth it.