Experimentation Works: The Surprising Power of Business Experiments
Companies once relied on experience and intuition to make new product decisions. No more. In a digital world, all successful products and services require rigorous testing. HBS professor Stefan Thomke shows the principles and practices for making experimentation part of your organization's everyday operations and culture.
- A much-needed guide for making experimentation and testing an organic part of every company's thinking, practice, and culture.
- Addresses a big and rising challenge for companies in an increasingly digital and agile world.
- Based on years of research in leading companies.
- Rich, engaging stories illustrating the ideas and practices.
Audience: A broad audience of executives and managers in organizations focused on new products and services and customer experience, whether in the B2C or B2B sector.
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Named one of 16 New Business Books You Need to Read in 2020 by Inc. magazine
"[Experiments] are a powerful tool for curious teams..." — Wall Street Journal
"[Offers new] ideas on what works in the digital experimentation world and it is all illuminating." -- Financial Times
"This is a thorough, encouraging guide for leaders looking for ways to encourage their teams to fail early and often in the service of ultimate success." -- Publisher's Weekly
Advance Praise for Experimentation Works
"Experimentation Works is required reading for all leaders who want to know how companies like Amazon, Google, and Netflix win through fast-cycle scientific experiments--and how it can be done in their organizations. Making business decisions without experimentation is like bungee jumping without testing the cord. Yet far too many organizations still do this. With Thomke's clear explanations and examples, yours won't be one of them." -- Scott Cook, cofounder and Chairman of the Executive Committee, Intuit
"Stefan Thomke has written a marvelous book that's both thought provoking and highly informative. As CEO, I saw how his research on business experimentation can transform innovation cultures for the better. Experimentation does indeed work. I highly recommend the book." -- Marijn Dekkers, Chairman, Unilever
"Experimentation Works is a masterpiece and a must-read. Thomke, a top academic authority with deep practical insights, explains how low-cost business experiments can revolutionize the way firms design everything from business models to customer experiences. The book's ideas are very powerful, rigorous, and will change how you think about the science and practice of innovation management." -- Eric von Hippel, Professor, Massachusetts Institute of Technology; author, Democratizing Innovation
"Stefan Thomke has written the definitive handbook for executives on how to build a high-impact experimentation capability. Experimentation Works is an amazing book with some sage advice: Experiment or perish. It's absolutely the right message at the right time in a world that has gone digital." -- Jay Larson, CEO, Optimizely
"Stefan Thomke has written a rare book, one that combines deep and original insights with great practical advice. Experimentation Works is about revolutionary changes in how innovation is managed, decisions are made, and organizations are led. Thomke shows us how business experiments fuel innovation and why companies must test at large scale to compete. The book is a landmark achievement." -- Anand Mahindra, Chairman, Mahindra Group
"In an increasingly digital world, CEOs need to drive large-scale scientific business experimentation. If they don't, their companies will die. Companies with strong experimentation systems and cultures will win every time. If you want to learn how this is done, you must read Experimentation Works. The book will change how you think about managing and decision making." -- Mark Okerstrom, President and CEO, Expedia Group
"Being an effective leader today means acting with a sense of urgency: making many decisions quickly under great uncertainty. Experimentation Works describes a vital methodology--large-scale business experimentation--that takes the madness out of that equation and sets you and your organization up for success." -- Ajay Banga, President and CEO, Mastercard
"Business breakthroughs are achieved through the combination of great ideas and effective implementation. Stefan Thomke's work, which I applied enthusiastically during my tenure as CEO, demonstrates that a process of disciplined experimentation is the best way to drive innovation and gain sustained competitive advantage." -- Gary Loveman, former Chairman and CEO, Caesars Entertainment Corporation
"Experimentation Works presents a very compelling case for how companies can leverage the scientific method to drive innovation and reinvent business models for sustainable growth. An immensely valuable guide for leaders of both B2C and B2B companies in an era of accelerating change and disruption." -- Loh Chin-Hua, CEO, Keppel Corporation
