E – Experimentation: Innovation Thrives on Small Bets

In fast-moving markets, perfection is the enemy of progress. This final chapter equips teams to move from risk-averse planning to rapid, evidence-based iteration. Evan shows how to implement small bets, fast feedback loops, and A/B testing protocols that turn uncertainty into validated learning.

You’ll learn how to set up controlled experiments, write strong hypotheses, and create a culture where failure teaches more than it costs. Real-life examples—from onboarding redesigns to MVP pilots—show how the best ideas often emerge from iterative exploration, not top-down planning.

Evan also explains how to protect innovation from red tape by creating safe-to-try zones inside the organization—where smart experiments are resourced, tracked, and reviewed with clear guardrails.

Consulting takeaway: Evan helps companies unlock innovation at scale through embedded experimentation practices that deliver insight before investment.