Definition of Experimentation

Experimentation is the means by which EXOs make data-driven decisions. Each experiment creates a set of learnings that can be used to improve a product, service, and/or process or test a new product or service. Experimentation thrives inside a culture of imagination and risk-taking and enables significant breakthroughs and non-linear growth. Historically, most decisions inside an organization were made by experts and consultants based on their “experience” or “intuition.” Often, such decisions were made while flying the banner of “slow and steady wins the race.”

Moonshots are the ultimate form of Experimentation, wherein an ExO, directionally inspired by its MTP, converts a sequence of successful experiments into large, funded initiatives with an audacious endpoint. As the name suggests, Moonshots carry considerable expense and risk, but they also represent tremendous potential payoffs, propelling the company that much closer to realizing its MTP. 

As Peter often says, “The day before a major breakthrough, it’s a crazy idea.”If you’re not experimenting, then you are an incremental innovation company and not an ExO.