“… substantially higher (2 percent)… ”

/via a silly person I read on the internet

I always get a kick out of early-stage companies (i.e. aiming to be high-growth companies) who spend time talking about all the testing they are doing to improve open/click/conversion/etc rates from 8% to 12% as if 4% improvement makes a difference in their business. I get excited when something makes a 4x improvement, not 4% improvement.