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Part Four: Buy Evidence — Chapter 8: Stop, Continue, Invest, or Industrialize
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Continuing makes sense when another bounded test can answer a specific unresolved question. “We need more time” doesn't tell you what the business will learn in return.
Name the remaining uncertainty, explain why a further experiment is the least costly useful way to address it, and agree on a new limit and decision date. That gives the next round a purpose everyone can assess.