A Smart Bear · Jason Cohen
articleprincipleMaybe not so much with the "optimization"
22 March 2026Profit
Source excerpt
About A Smart BearIn the quest for optimization, A/B tests, metrics, and funnels, we're in danger of losing the fun and value of creative work.
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Apollo layer
What a founder can learn
Founder takeaway
Treat optimization as a tool, not the goal. Use tests and metrics to improve known workflows, while protecting time and space for creative work whose value may not be immediately measurable.
Why it matters
A company that optimizes only what it can already measure may gain efficiency while squeezing out the originality that creates new customer value and future growth.
Relevant guides
Put it to work
Review your current experiments: Which one is refining a proven path, and where should you deliberately pause measurement to explore a promising creative idea?
Private notes