Itamar Gilad (00:00:00): You fake it, you do a fake door test, you do a smoke test, Wizard of Oz tests. We used a lot of those in the tabbed inbox by the way, one of the first early versions was actually we showed the tabbed inbox working to people. But it wasn't really Gmail, it was just a facade of HTML and behind the scenes and according to the permissions that the users gave us some of us moved just the subject and the sender into the right place. So initially the interviewer kind of distracted them and then showed them their inbox and then the top 50 messages were sorted to the right place more or less if we got it right. And people were like, "Wow, this is actually very cool." But it gave us some evidence to go and say, "Hey, we should try and build this thing." Lenny (00:00:43): Welcome to Lenny's Podcast where I interview world-class product leaders and growth experts to learn from their hard won experiences, building and growing today's most successful products. Today my guest is Itamar Gilad. Itamar, is a product coach, author, speaker and former longtime product manager at Google where you worked on Gmail, identity and YouTube. He also just published an awesome new book called Evidence-Guided: Creating High-Impact Products in the Face of Uncertainty. Itamar, has an important perspective on why and also how you can push your team and organization from an opinion-based decision-making process to a more evidence guided approach. In our conversation, Itamar, shares a number of very practical and handy frameworks that do just that including the confidence meter, metrics trees, GIST and the GIST board, plus his take on how people often misuse ICE for prioritizing ideas. Also, how you could make your OKRs more effective and so much more. Enjoy this episode with Itamar Gilad, after a short word from our sponsors. This episode is brought to you by Ezra, the leading full body cancer screening company. (00:01:49): I actually used Ezra, earlier this year unrelated ...