Three levels of experimentation

Macro, Meso and Micro; what is it about?

Old architecture and new architecture divided diagonally by a line.

As a follow-up on yesterday's post, we dissect 3 levels of experimentation:


Your macro experiments focus on finding a customer group with a problem worth solving.

You figure out how to create a 10x solution and your first business model. Ultimately you make sure customers commit to your promise.

These are the macro-mechanics of your business.


Meso-experiments are all about figuring out how to get in front of more customers and proving the metrics in your marketing & sales funnel.

Next to that, you focus on delivering the value you promised, and you should be able to collect your first case studies.

As a result, you should be able to send your first invoices and get paid!

The meso mechanics of your business.


Now it's time to optimize everything you have proven so far.

In this phase, you need more in-depth expertise about different subjects.

Here are a few examples of experiments during this phase:

🔹A/B test different landingpages

🔹Run multivariant tests on the copy, images, colours and placement

🔹A/B testing different demo-call scripts

🔹Test new features, or optimize UX.

Meso-mechanics can be fine-tuned and make huge differences.

However, it only makes sense to start micro-experiments if you have figured out how the Macro and Meso mechanics of your venture work.


Don't create unicorns,

Let's breed blue whales.