7
shifting the locus of experimentation
Understanding how the potential of new experimentation technologies can be unlocked for innovation and why firms do or do not stumble in their adoption has helped us rethink how new products and services can be developed within organizations. Significantly, when new technologies for experimentation have been mastered and integrated—when process, organization, and management have been corralled to benefit from the principles introduced in this book—it is possible to explore how these new capabilities can be leveraged beyond organizations.
Maximizing learning from experimentation can and should happen throughout the value chain, and many of the principles discussed in this book hold anywhere, regardless ...
