Tetiana agrees that teams must pay attention to the market, but she warns leaders against a common failure mode. “Research is super important, but you’ll never have enough data to make some decisions. Never.” When teams keep “looking for all the data just to be sure that they are going in the right direction,” they end up slower than the market. The risk is not only a missed opportunity. It is wasted certainty. “Everything will change in a week,” she says, which makes the most detailed forecast fragile.

Her alternative is action-based learning. “It’s better to go and run a super short test, get real data,” then decide what to do next. She describes the operating rhythm. “Okay, this hypothesis was wrong. Okay. But now we have real data. We have some experience. So now we will go in the other direction,” and keep taking “more microsteps.” This mindset aligns tightly with execution discipline. You learn faster because you are learning from reality, not from a planning document that assumes stability. For growth leaders, the implication is direct. Build a system that makes short tests easy to run, measure, and share across teams, so learning becomes repeatable.