The past present organisation is governed by a form of thought and action that aims to deliver predictable and low-risk outcomes. This plan and act approach is optimal when the variables are known, and uncertainty is low. It’s the execution super-strength of mature organisations. The future now organisation complements plan and act with an additional approach – test and learn – that empowers individuals, teams, and organisations to reduce the inherent risks and costs of innovation and accelerate learning and progress through non-linear problem-solving. Test and learn propels the experimental mindset that allows us to see, think, and act like no one else.
The experiment – the randomised controlled trial – has rapidly moved out of the confines of academia and research laboratories to become part of the growth playbook of organisations. Tech pioneers first embraced experimentation because online environments made it relatively cheap and easy to run thousands of parallel tests on variants of features (known as A/B testing). Today, governments, schools, and analogue businesses have joined in, finding new ways to innovate, adapt, and grow, or to avoid policy U-turns, strategy fails, and obsolescence.1
Whilst the case for business experimentation, and the accompanying tools, may be straightforward ...
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