The value of experimentation in innovation

Companies often face unexpected challenges that prevent them from turning their innovative ideas into successful products. The key to avoiding product failures is to experiment with different value propositions, designs, and messaging. By gathering data and evidence about consumer preferences, companies can validate their assumptions and make evidence-based decisions. Experimentation should be an iterative process that allows companies to gather more information and find unexpected and validated ideas. With the right approach, experimentation can add value to the entire product development process.