[contentboot]

How hard it is to come up with good ideas is greatly underestimated.

Here is a paper on A/B testing that the Bing search team conducted under Microsoft.

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3171224

Hidden in there in a distribution graph is that 2% of the ideas that were A/B tested resulted in 74.8% of the improvements.

Now you can ask yourself what are they considering improvements which is a valid answer but that really struck me.

Section 4.3 Figure 3a.