pCompanies once relied on experience and intuition to make new product decisions. No more. In a digital world, all successful products and services require rigorous testing. HBS professor Stefan Thomke shows the principles and practices for making experimentation part of your organization's everyday operations and culture.ulliA much-needed guide for making experimentation and testing an organic part of every company's thinking, practice, and culture.liAddresses a big and rising challenge for companies in an increasingly digital and agile world.liBased on years of research in leading companies.liRich, engaging stories illustrating the ideas and practices.ulppAudience A broad audience of executives and managers in organizations focused on new products and services and customer experience, whether in the B2C or B2B sector.p