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“We know from existing research into cognitive science that good decisions are the product of
1. proactively articulating assumptions,
2. structuring hypothesis tests to verify those assumptions, and
3. establishing clear channels of communication between stakeholders.

(In every Uncovery with a new client, the Wizard of Ads Partners are trained to do precisely these three things.)”

- Maryanne Bellotti, OneZero, May 26, 2021

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