Before running an experiment, Whatnot asks: "what do we do if it's green? What do we do if it's red?" A clear answer to both branches is treated as evidence the team has actually thought the strategy through; a vague or missing answer on either side signals the experiment wasn't ready. Related to "Know Then Go", but focused specifically on experiment outcomes rather than general failure modes.
In review, ask this question of anyone proposing a test. Treat "we haven't thought about the red case" (or the green one) as a reason to send the plan back, not a detail to fill in later.
Из тем: Transformation in Practice