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.