"Deliberate Mistakes" is a Harvard Business School theory starts with the hypothesis that too many successful companies are assuming too much about what makes them successful.
Testing is all about validating a new theory, this is about using testing to challenge our closest held beliefs - if we can do that in a cost effective way. Small risk for a big gain.
The theory advocates that low-cost "mistakes" should be routinely and consciously made to deliberately 'fuck with the formula' to see whether dogma is clouding the path to even greater sucess.
Via this podcast