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The second step is to look for the cheapest solution

that offers the highest probability of the highest gain.

(Obviously, in practice, it’s not quite that simple.

Choosing the right optimisation requires solid

knowledge about your users and a little bit of

experience in making design decisions. But if you

properly measure your users’ behaviour, you’ll get this

with time.)

Finally, in a startup, try to avoid expensive solutions.

Think what else you could be spending that money

on. If you expend your entire development budget on

a feature that will take three months to optimise, your

competitors might gain such a lead on you that you’ll

never be able to catch up.

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