Digital Transformation & Leadership with Danny Levy How to build a culture of digital experimentation w/ Nima Yassini
Jul 23, 2021
Nima Yassini, Co-founder and CEO of New Republique, discusses the fascinating world of digital experimentation. He shares insights on how to foster a culture of experimentation within organizations and the importance of balancing data-led approaches with customer experience. Nima highlights practical strategies, such as running small experiments to avoid biases and drive results. He emphasizes the necessity of executive support and explores common pitfalls while revealing measurable benefits like revenue uplift and improved decision-making.
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Happy Accident Turned Specialisation
- New Republique began as a UX business and evolved into an experimentation specialist over a decade.
- Nima credits a complementary co-founder for scaling the company by focusing on business and numbers.
Build The Three Roles Early
- If you start a business as a technician, hire an entrepreneur and later a manager to cover complementary roles.
- Focus on what you do best and let others handle the parts you dislike or lack skill for.
Experimentation Is Bigger Than A/B Tests
- Experimentation has many names but is fundamentally the use of controlled tests to learn from customer behaviour.
- A/B testing is one method among others like multivariate testing and personalization.
