Why businesses need to experiment more

<p>In our latest Design Thinker podcast we explore the importance of experimentation in business. We are on a quest to find out: </p><ul><li>What do we mean by experiments in business? </li><li>Why should business leaders care? </li><li>What does a good business experiment look like? </li><li>And most practically of all, we are going to discuss how you run effective business experiments. </li></ul><p>The podcast guests today are well-placed to answer these questions. They are all involved in a new book - <em>The Experimentation Field Book</em> published by Columbia University Press.</p><p>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. </p><p>With examples from Virgin Atlantic, Nike and South Western Rail, this podcast answers the fundamental question of why to run businesss experiments and how. </p>