When the feedback loop is short, we learn faster.
For example, a surfer paddles for a wave. She gets it slightly wrong, the wave pitches her. She learns. That’s a short feedback loop.
Half the problem with building a business is that the feedback loops are much longer. They may be weeks or months long, and by the time results arrive, it can be hard to determine which exact actions – months ago – created them.
To build, iterate and improve a business with any degree of certainty, you need to develop a way to keep track of inputs, tie them to results, and make the feedback loop between input and result shorter.