In the Stitch Fix case, Founder Katrina Lake utilizes customer interviews and concierge experimentation to test and validate her idea for an online clothing business, thus moving up Giff Constables Truth Curve. The primary concept illustrated on the truth curve is As the level of experimentation effort goes up$,$ believability of the information decreases As the level of experimentation effort goes up$,$ believability of the information becomes increasingly irrelevant As the level of experimentation effort goes up $,$ believability of the information increases As the level of experimentation effort goes up$,$ believability of the information stays constant