The playbook
Growth Experiment Planning: Template and Field Guide
This growth experiment planning template turns a broad task into a record another person can use. It captures hypothesis, mechanism, measure, then connects that information to a decision. Copy the table into your working document or system and create a separate record for each item in scope.
Put the task in context
State the mechanism you expect to change, such as clearer qualification improving lead suitability. Choose a comparison and an outcome tied to that mechanism. A result that contradicts the hypothesis should change the plan rather than be explained away automatically.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| hypothesis | Record the hypothesis associated with this client or workflow record. Use a stable reference so later updates can be matched. |
| mechanism | Record the mechanism associated with this client or workflow record. Keep the value specific enough for another owner to interpret. |
| measure | Record the measure associated with this client or workflow record. Keep the value specific enough for another owner to interpret. |
| decision | Record the decision associated with this client or workflow record. Keep the value specific enough for another owner to interpret. |
| Decision field | Entry instructions |
|---|---|
| Observed problem | Describe the actual condition and where it was observed. |
| Recommended action | State the smallest action that resolves the documented problem. |
| Evidence | Link to the record, observation, or test supporting the action. |
| Owner and next review | Name the accountable person and when the decision should be revisited. |
How to complete the worksheet
Begin with hypothesis. Use the same reference throughout the record so notes are not attached to the wrong item. Then state the problem hypothesis and expected mechanism. This establishes the information required before the worksheet becomes a request for action.
Next, choose a measurable outcome and a reasonable comparison. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as running many tests without defining what would change your mind, rather than a broad instruction to “improve performance.”
Finally, record the decision rule and operational constraints. Put specify what result leads to expansion revision or stopping in the action field only when it addresses the observed condition. If the problem is different, change the action. The template is a structure for judgment, not a reason to apply the same fix everywhere.
Illustrative completed decision
| Part | Illustrative entry |
|---|---|
| Problem | Running many tests without defining what would change your mind |
| Action | Specify what result leads to expansion revision or stopping |
| First check | State the problem hypothesis and expected mechanism |
| Follow-up check | Record the decision rule and operational constraints |
| Outcome to define | experiments producing usable decisions |
Adapt the fields without losing meaning
You can add fields required by your team, but each should change a decision or preserve necessary context. Keep factual observations separate from recommendations. If mechanism changes, record the new value and its effective date instead of silently rewriting the context of an earlier decision.
Use the record in a handoff
Ask the receiving owner to explain the next action using only the worksheet. Missing context becomes visible quickly during that exercise. Repair the record before applying the structure to a larger batch. Keep experiments producing usable decisions connected to the item so the team can later assess whether the action was useful.
Match the scale of the process to the capacity of the constrained team. More incoming work does not automatically produce more completed customer outcomes. Locate delays and rework before increasing acquisition or expanding scope.
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