A short YouTube talk by David Jenyns advising business owners to prioritize major systems (offers, core processes, phase 1–3 systems) before spending effort on micro-level optimizations like A/B testing button colors; he uses McDonald’s as an example of a long-established, highly systemized company where micro-tests are appropriate only at scale.
A lot of people look to McDonald's as the poster child of a systemized business, and they want to systemize like McDonald's, but they've been systemizing for the past 60 years. So, you know, I even remember reading in the E Myth and he talks about split testing between the color of your shirts and things like that. And some people, you know, I'm sure McDonald's would have split test between. Do we ask, do you want fries with that or do you want to upsize or do you want to coke with that? These, they're down at the micro level running those tests. That's okay when you're running something at great scale. But you don't start there. Don't think about. On my AdWords landing page, should this be an orange button or a green button? You start with the big things first. You need to get the offer right. You need to get all of the big rocks first. Those phase one, two, and three, get all of your systems down first before you start optimization.
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