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 examples from Virgin Atlantic, Nike and South Western Rail, this podcast answers the fundamental question of why to run businesss experiments and how.