• First Outcome/Experiment ‘Bias’

o Be careful letting the initial finding be your final one

o Very common, both based on bias and desire for immediate results, to let a single experiment dictate next steps

o Every experiment should be validated in multiple ways, at a minimum

o Ideally, you’ll have concurrent experiments that take a completely different approach

o If you’re really onto something, you’ll see consistency across your results

o You’re missing bigger picture and not ‘checking your work’ if you let the satisfaction of a single successful experiment outweigh the need for the scientific process