"Anyone who ever studied mankind by listening to them was self-deluded. The first thing they should have done was to answer the question, "Can they report to you correctly on their behavior?" And the answer is, "No, the poor bastards cannot.""

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The need to be thoughtful about experiment design is particularly acute within large companies, since some of the behaviors, such as having small teams and tapping into low-cost resources to maximize flexibility, won't come naturally to many people inside huge companies.

— Scott D. Anthony