High Velocity Business Experiments

Volume: 
63
Issue: 
4

Stefan Thomke is an expert on the management of innovation, an academic, and author of Experimentation Works: The Surprising Power of Business Experiments.

Stefan Thomke has been studying the ways that companies design and use business experiments for more than 25 years. His latest book, Experimentation Works: The Surprising Power of Business Experiments (HBR Press, 2020), explains how some of the world’s most innovative companies have brought experimentation to scale, generating both improved customer experiences and significant financial returns. In this interview Thomke discusses what it takes to create a company that has experimentation embedded in its DNA.