In our recent blog on the topic of experimentation, we focused on why we believe Q4 is the perfect time to run small-scale, low-investment experiments that can sharpen your strategy and increase your chances of achieving your corporate goals in 2025.

But what are the key elements of a culture of experimentation? In our work with clients, we see three recurring hallmarks:  

1. They run several small-scale initiatives

Typically, in a culture of experimentation, company goals are underpinned by several different small-scale initiatives. Rather than thinking that to achieve goal X, we’re going to do Y, companies with a culture of experimentation plan to achieve goal X by testing out and iterating on multiple different approaches. In these cultures, if plan Y doesn’t work to support plan X, they still have options in plans W and Z.  

Over the course of 3-6 months, these companies run series of experiments or pilot programs based on a hypothesis, and then review progress. The company would then see how the programs performed against the hypothesis, and choose the best one to scale to maximize its chances of achieving its overall goal.  

2. People talk openly about failure

People talk about programs, projects, and pilots that didn't work out in rich and insightful ways. If an activity didn’t go as planned, instead of it being a badge of shame or a disappointment that people try to conceal on their performance reviews, that activity is discussed openly without fear of judgement and with an eye towards gleaning meaningful data from what didn’t go well to inform better plans and initiatives going forward

3. They emphasise constant learning

Not only is failure discussed, but there is a focus on capturing and sharing the lessons learned. Experiments are not just valued for the results they lead to, but what they teach people along the way. In this sense, experimentation drives continuous improvement – and who doesn’t want that? HBR’s Harvard on Strategy Podcast recently provided a great case study on constant learning from the startup AptDeco – I encourage you to listen for a real-world example of what this can look like.

Companies with a culture of experimentation fail faster and smarter than their competitors, and come away with insights their competitors lack. As Q4 is now underway, I urge you to pilot that new program you’ve been considering, revamp the meeting that just never leads to the right outputs, test out the feedback approach you read about recently, and integrate the lessons quickly into your strategy and plans for next year to set yourself and your organization up for transformative success in 2025. To start experimenting with any of our solutions, click here.