Experimentation Works

INTRODUCTION

The Business Experimentation Imperative

E pur si muove (And yet it moves).

—ATTRIBUTED TO GALILEO GALILEI WHEN HE WAS FORCED TO RECANT HIS CLAIM THAT THE EARTH MOVES AROUND THE SUN

This book is about how to continuously innovate through business experiments. Innovation is important because it drives profitable growth and creates shareholder value. But here is the dilemma: despite being awash in information coming from every direction, today’s managers operate in an uncertain world where they lack the right data to inform strategic and tactical decisions.¹ Consequently, for better or worse, our actions tend to rely on experience, intuition, and beliefs. But this all too often doesn’t work. And all too often, we discover that ideas ...