SPOTLIGHT: Driving Value Through Experimentation with Stefan Thomke

*This excerpt was taken from our 2020 interview. In his book
Experimentation Works: The Surprising Power of Business
Experiments, Stefan Thomke shares that bright ideas and decisive
actions alone do not create innovation. Instead, innovation
depends on a culture of experimentation which values the science
of testing. By stripping big ideas into hypotheses to test what
does and doesn't work, organizations are better positioned to
establish a competitive edge and generate strong financial
returns.