Structured Experimentation Leads to Faster Innovation

I think they're one and the same thing if you do it right. Experimentation is really exploration as well. It's exploring different things and learning what works. A great example is a client of mine that I'm working with at the moment. I proposed the idea of running a discount, which this company has not been that comfortable with in the past. So I've designed a very small experiment that just seems to prove what would happen if you offered this discount in this very limited scenario. If that does work, then the implication is that they would need to change their pricing to accommodate the change in value of what they're getting. And by then sort of focusing on the things that are