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Yeah, I absolutely agree with a common tactic being dangling an ML carrot at recruiting but the work not even being ML related.

I've historically seen the ML team be separate from Data Science/Analytics, I wonder if that helps with this

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I think it's reasonable as an early-ish stage startup to say to a candidate that ~"eventually, with scale, there will be cool and impactful ML opportunities here" as long as you're realistic and upfront about the facts that ~"right now most of the impact is in simple but foundational analyses" and ~"there'll be some amount of fires to put out and rote work to automate".

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