Why Experiments Are the Key to Innovation

Innovation is risky. But you can’t let fear of failure hold you back. That’s why experimentation is so powerful. Read this article to learn how experimenting contributes to winning buy-in for innovation, making you an impactful innovator.

By testing your ideas early, you can reduce the risk and increase your chances of success. And, most importantly, you can show real results, not just assumptions.

Why Experimentation Matters

Big organisations often have a lot of rules. These rules are great for protecting the core business, but they can slow down new ideas. That’s where experimentation comes in. Testing your ideas with small, controlled experiments allows you to bypass the bureaucracy and get things moving. By experimenting, you can prove that your ideas work in the real world. This reduces fear of failure because you’re working with data, not just gut feelings. It also helps bring a market focus into your project. When you test with real customers, you get real feedback, and that’s what gets management excited about innovation.

It’s All About Learning

Here’s a truth: two-thirds of successful innovations end up looking very different from the original plan. Clayton Christensen, a leading voice in innovation, believed it’s more like 93%. So, don’t be afraid of failure. See it as your First Attempt In Learning (FAIL). Every experiment teaches you something valuable. By continuously experimenting and iterating, you’re refining your innovation in real-time. It’s all about improving with each step. This mindset of continuous learning is how you drive long-term change in your organisation.

Three Key Benefits of Experimenting

1. Concrete Evidence - Experiments give you real-world data. This is much more convincing to management than a PowerPoint presentation. You can show exactly how your idea works.

2. Engagement and Buy-in - When you involve senior managers in your experiments, they become part of the process. Seeing the results firsthand makes them more likely to support your innovation.

3. Risk Mitigation - Experiments allow you to test on a small scale. This reduces the risk of large-scale failure. If something doesn’t work, you’ve only invested a small amount of time and resources.

Create a Minimum Lovable Product (MLP)

Most of us have heard of the Minimum Viable Product (MVP). But today’s customers expect more. They don’t want something that’s “just good enough.” You need to exceed their expectations from the start. That’s why I recommend aiming for a Minimum Lovable Product (MLP). An MLP is the smallest version of your product that makes users fall in love with it. Ask yourself: What’s the minimum set of features that will wow your customers? That’s what you should be building and testing.

Five Types of Experiments You Can Run

To test both the attractiveness and feasibility of your MLP, here are five practical experiments you can use:

1. A/B Testing – Create two versions of your MLP, each with different features. Test them with separate groups and see which one resonates better.

2. Limited Release – Launch your MLP to a small group of early adopters. Gather their feedback and iterate based on their experiences.

3. Pilot Programme – Partner with a select group of customers to test your MLP in a real-world setting. This gives you insights into both attractiveness and feasibility.

4. Crowdfunding Campaign – Use crowdfunding to introduce your MLP to a wider audience. The funds raised and feedback received will help validate market demand.

5. Early Access Programme – Offer early access to your MLP before the official launch. This generates excitement and provides valuable data for refinement.

The results from these experiments will not only help you refine your MLP but also form the basis for your business case. Management loves data. Show them the numbers, and you’ll have a stronger case for moving forward.

Budget for Experimenting

Experimenting isn’t just a “nice to have” – it’s essential. That’s why you need to allocate a significant portion of your budget to it. Fidelma Russo , CTO of Hewlett Packard, advises companies to dedicate at least 10% of their budget to experimentation. It might seem like a lot, but without it, you risk missing out on game-changing opportunities.

Test It Before You Invest In It

Experimentation is the key to de-risking innovation. By testing early and often, you learn what works and what doesn’t before making large investments. This approach is how innovations like Swiffer became massive successes. They didn’t just launch a product – they experimented, learned, and adapted along the way. So, if you want to break through the barriers of innovation, start experimenting today. And if you want more strategies on how to innovate smarter, check out my new book Breaking Innovation Barriers on Amazon. It’s packed with practical tips to help you succeed in today’s competitive landscape. Wishing you lots of success.

Innovative regards,

Gijs van Wulfen

LinkedIn Influencer, Speaker on Design Thinking Innovation, Founder FORTH Innovation method, author of six Innovation Books, Global Number One Thought Leader on Design Thinking 2024

Ps. Click on this link to boost your skills to lead innovation with the FORTH innovation method as certified facilitator.

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