5
experimenting early and often
In preceding chapters, we have seen that new information-based experimentation technologies have the potential to dramatically increase learning, which, in turn, can be incorporated into more rounds of experiments. These technologies have driven down the marginal costs of experimentation but also have created opportunities for innovation. That is, some technologies can make existing experimental activities more efficient, while others introduce new ways of discovering novel concepts and solutions.
Chapter 4 showed that when companies mistakenly view new technologies solely in terms of cost cutting, overlooking the vast potential for innovation, they get bogged down in confusion when attempting to incorporate ...
