Establish failure metrics upfront

- [Interviewer] So, could you give us maybe a window into what such a process might look like in terms of, "Hey, at x months, you know, ahead of trying out this thing, "we're going to look at y metric, "and it needs to be at least z value"? Or, how does that unfold in real life? - [Interviewee] Sure, I'll give you one of my favorite examples, which was this company. It was an online mortgage lender, and they had this marketing program where they were a very large successful mortgage lender. And, their process was, you know, people express interest in a loan. Then, they send them paperwork. Then, those people send paperwork back, and it opens a file. And, so on and so forth until they get a house and sign all their paperwork. So, the marketing department was like, "You know what we should do? "We're going to send everybody who expresses interest in a loan "a nice gift in order to move them down the funnel, right. "We want…