How to Set Up — and Learn — from Experiments

Stefan Thomke, professor at Harvard Business School, says running
experiments can give companies tremendous value, but too often
business leaders make decisions based on intuition. While A/B
testing on large transaction volumes is common practice at Google,
Booking.com, and Netflix, Thomke says even small firms can get a
competitive advantage from experiments. He explains how to
introduce, run, and learn from them, as well as how to cultivate an
experimental mindset at your organization. Thomke is the author of
the book "Experimentation Works: The Surprising Power of Business
Experiments" and the HBR article "Building a Culture of
Experimentation."