Stefan Thomke

Stefan Thomke, a Harvard Business School professor and author of "Experimentation Works," delves into the transformative power of experimentation in business. He discusses how successful companies like Netflix and Booking.com leverage A/B testing for competitive advantage. Thomke highlights the pitfalls of relying on intuition, advocating for a data-driven decision-making approach. He shares insights on cultivating an experimental culture within organizations, encouraging all employees to engage in small-scale experiments to drive innovation and growth.

Stefan Thomke, a Harvard Business School professor and author of *Experimentation Works*, shares insights on the power of business experimentation. He highlights how experiments can reveal value often missed through intuition. Thomke discusses barriers to experimentation, the importance of a supportive culture, and practical strategies for integrating tests into decision-making. He also illustrates successful cases like Kohl's and Booking.com, emphasizing the balance between risk management and learning from failures. Overall, he underscores that an experimental mindset can be a game changer for organizations.

Join Harvard Business School Professor Stefan Thomke, an expert in managing innovation, as he discusses Booking.com's bold approach to experimentation. He explains how the company restructured their landing page despite the potential for failure, highlighting the tension between innovation and user expectations. Thomke emphasizes the importance of a culture that celebrates testing and learning, revealing how leveraging small data can lead to strategic insights. Get ready to embrace an experimental mindset and discover how agility in innovation can set companies apart in today's digital landscape.

Harvard Business School professor, Stefan Thomke, discusses Booking.com's innovative culture driven by large-scale testing and experimentation. Topics include strategy, digital travel, platform, and challenging management norms. Learn how the company sustained growth through a data-driven approach to innovation.

Stefan Thomke, a Harvard Business School professor and expert on business experimentation, explores the innovative mindset at Booking.com. He reveals how traditional intuition can hinder innovation, advocating for a culture of experimentation and learning from failure. The discussion covers bold redesign experiments that echo Google’s simplicity and emphasizes the importance of data-driven decision-making. Thomke illustrates how constant testing and decentralized employee-driven experiments can drive success in the competitive online travel market.