Mark Pincus, Zynga founder who created 8 massive hits out of 10 launches, reveals his 'Proven Better New' framework for building successful products: copy what's proven in the market, make it 10x better so everyone says 'h**l yes,' then add one novel element. Instincts are right 95% of the time, but ideas are wrong 75%—so test many ideas quickly, kill hope before it kills your product, and stay obsessed with day-365 retention, not virality. Your instincts are right 95% of the time but your ideas are wrong 75%, so isolate your innovation zone and test many ideas around it rather than betting everything on one vision.