Evidence,
Not Assurances.
Hand-picked case studies from a 200+ A/B test portfolio — each one a real business decision, a named behavioral mechanism, and an outcome. Built for founders, CMOs, and growth leaders deciding whether the experimentation actually holds up.
See the method behind these results
A Flagship Set,
Not an Archive
These are hand-picked from a much larger portfolio — chosen for what they teach, not for the size of the lift. Each one clears a bar: a specific behavioral principle, a methodology judgment call, or a diagnostic most teams skip. Every result below is shown as a range, never an exact figure — that's a deliberate data-protection line, not vagueness. If you want the full, searchable archive of hundreds of tests, that lives on GrowthLayer (see below); this hub is the deep-dive version.
The Experiments
Worth Reading
The first flagship case studies are in review — check back soon, or subscribe below to get notified when they publish.
How This
Connects
The Method
The experimentation operating system these case studies demonstrate — PRISM, the idea-to-investment pipeline, and honest impact measurement.
See the method → ResearchResearch & Working Papers
The broader thinking behind the pattern — win-rate measurement, causal inference, and applied behavioral economics.
See the research → Track RecordClient Work
The production programs these experiments came from: $30M+ verified impact at NRG Energy, geo-incrementality at Silicon Valley Bank.
See the work →
Revenue Frameworks
for Growth Leaders
Every week: one experiment, one framework, one insight to make your marketing more evidence-based and your revenue more predictable.
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Read the archive
200+ issues of experiments, frameworks, and field reports from inside a Fortune 150 growth team.
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