“I take three white pills every morning, but I don’t know their names or what they’re for.” “I had a hip replaced a while ago, but I can’t remember if it was the left or right.” “I was really sick and ...

A data-driven approach to design, measurement, and implementation by Darrell Rigby, Zach First and Dunigan O’Keeffe Most people will readily agree that the first responsibility of business leaders is ...