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Enlightened Experimentation: The New Imperative for Innovation

Experimentation lies at the heart of every company’s ability to innovate. In other words, the systematic testing of ideas is what enables companies to create and refine their products. In fact, no product can be a product without having first been an idea that was shaped, to one degree or another, through the process of experimentation. Today, a major development project can require literally thousands of experiments, all with the same objective: to learn whether the product concept or proposed technical solution holds promise for addressing a new need or problem, then incorporating that information in the next round of tests so that the best product ultimately results.