Why businesses need to experiment more

In our latest Design Thinker podcast we explore the importance of experimentation in business. We are on a quest to find out:

• What do we mean by experiments in business?
• Why should business leaders care?
• What does a good business experiment look like?
• And most practically of all, we are going to discuss how you run effective business experiments.

The podcast guests today are well-placed to answer these questions. They are all involved in a new book - The Experimentation Field Book published by Columbia University Press.

Natalie Foley and David Kester who feature, are two of the four co-authors alongside Professors Jeanne Liedtka and Elizabeth Chen, whilst one of Alan Penlington’s projects for British train company, South Western Railway, is featured in the book.

With exam ...