#12. It's much more than "test & learn" [The playbook for HOW! A journey to sustainable performance in the digital age]

The soundbite of "test & learn" undersells what is required to truly make this a core organisational capability.

Assessing the end-to-end of "test & learn" provides guidance towards a more complete description of "ideate, [co]create [with customer], build, release, test & learn" for a single cycle. Closing the feedback loop with customers and acting on the learnings means that "iterate and repeat" needs to be added, and this overall process needs to be able to be repeated through endless cycles and at progressively higher cadence. This programmatic ability distinguishes capability from a discrete project.

Taking it to another level is being able to progressively scale this wider; to more teams, more channels, more functions. Each operating at once their own discrete "ideate, [co]create, build, release, test, learn, iterate and repeat" cycle as well as seamlessly interconnecting and engaging with all the other similar but distinct cycles going on at the same time across your business; collectively sharing learnings (so outcomes are visible to all and you don't have to waste resources on repeating experiments already undertaken) and building a deep and rich body of knowledge (that grows over time and persists beyond the tenure of individuals) that is then leveraged to create even better customer experiences and greater business value.

That's the extent of "test & learn" required to truly make this a core organisational capability and reap the greatest rewards.