Why Leadership Hates Experimentation ft. Nima Yassini

Leadership KEEPS ON fighting you on running basic tests. They don't care about data. Your ideas "suck" (to them at least).
We've all been there. I wanted to discuss this with someone who has BOTH experience in experimentation, BUT also talking the talk with senior leadership. Of course I had to talk to Nima "The Machine" Yassini.

We got into: - What it is that leadership REALLY wants. And why CROs aren't necessarily delivering on that promise (primarily in messaging, not in actual body of work) - Why consultants are somehow more trustworthy than in-house experts (even if they're saying the same shit...) - Should experimentation really just be re-classified as 'research'?

Timestamps:

00:00 Start of Episode

2:15 Common Reasons Why Leadership Hate Experimentation

7:01 Leadership (For Some Reason...) Values Consultants Over In-House Opinions

10:20 Experimentation Needs Cross-Functional Help - We Can't Do It Alone

15:50 Creating a "Culture of Experimentation" Should Equally Focus on "Culture" - Not Just "Experimentation"

21:00 Leadership's Drive for Impact (Inadvertently) Leads to Snakeoil / Lack of Experimentation

28:16 Messaging Matters in How You Communicate What We Do

35:49 Shit You Need to Know: Michal Eisik

Go follow Nima Yassini on LinkedIn (https://www.linkedin.com/in/nimayassini/)! And check out this article he referenced in the podcast: https://tinyurl.com/FromAtoB-NimaArticle

Also make sure you guys are following Michal Eisik on LinkedIn - link to her post here: https://tinyurl.com/FromAtoB-Michal

If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!