Aaron Eden shares his background and experience with experimentation, particularly within Intuit's Design for Delight (D4D) and Innovation Catalyst programs. He discusses the importance of adapting the approach to fit the company's culture and the challenges of marketing and socializing the process internally. 

Aaron shares success stories, such as the development of SnapTax, and a failure story with the Quick Receipts project. He emphasizes the need for continuous testing and learning to drive innovation. 

Aaron Eden shares his experience with experimentation and innovation at Intuit. He discusses the importance of understanding customer behavior and aspirations, even when they may not align with their stated preferences. 

Aaron also talks about the challenges of driving innovation in a changing company culture and how he is working to reignite the innovation catalyst group at Intuit. He shares the success of a recent three-day workshop called Speed, where teams applied AI and velocity mindsets to deliver business impact. 

Aaron emphasizes the importance of using real ideas and providing career skills to participants, even if the ideas don't succeed.