Sound familiar?
Big decisions rest on the opinions of a few senior people.
Ideas carry people’s names, so weak ones run for years instead of weeks.
Innovation budgets are the first thing cut when times get hard.
A few teams test well while the rest are left behind.
Lots of meetings and initiatives, very few clear decisions.
Process
Design
Decisions
9 in 10
ideas fail when they’re properly tested, even at companies that experiment well. Stopping early has to feel normal.
Experimentation Works
2x
as many pivots away from weak ideas by teams trained to test like scientists (26 vs 12).
The Startup Trial, Camuffo
75%
of Booking.com’s ~1,800 tech and product staff run their own experiments. Testing is part of everyone’s job.
Harvard Business School
INTRODUCE
Masterclass
A 90-minute live session on using experimentation to make better decisions.
BEST FOR
Leadership teams and wider groups getting started
FORMAT
One live session, virtual or in person
YOU LEAVE WITH
A shared language and a clear view of where your decisions break down
Why experimentation matters
The three innovation killers
Learning vs efficiency machines
What good looks like
The scientific method at work
What leaders should ask for
BUILD
Cohort
Small-group training over several weeks, on your team’s live initiatives.
BEST FOR
Innovation, proposition and research teams already running tests
FORMAT
Small groups, around 2–3 hours a week alongside the day job
YOU LEAVE WITH
Experiments designed on a live initiative, plus your own playbook and templates
Assumption Mapping
Hypothesis Design
Experiment Selection
Success Criteria
Interpreting Results
Repeatable Capability
EMBED
Transformation
The same training, rolled out across a team, a division or several divisions.
BEST FOR
Organisations embedding experimentation across functions
FORMAT
Multiple cohorts, plus workshops for the leaders who approve investment
YOU LEAVE WITH
Trained teams, and the strategy, process and governance to keep it going
Multi-cohort Rollout
Experimentation Strategy
Experimentation Process
Experimentation Governance
Experiment Design Coaching
Evidence Leadership Workshops
01
CULTURE SHIFT
From running tests to making decisions
YOUR TEAM CAN
Treat every test as a way to make a better decision.
Your Live Challenge
Learn on a real initiative, so the training pays back from day one
What Good Looks Like
Benchmark how your teams test today against best practice
Common Failure Points
Pinpoint where testing stalls in your organisation, and why
Decision Audit
Review a past decision to see where evidence was missing
02
CULTURE SHIFT
From hidden assumptions to shared, explicit bets
YOUR TEAM CAN
Surface what a project depends on and agree what to test first.
Lean Canvas
Capture every belief behind an idea on a single page
Assumption Statements
Turn vague hopes into specific claims the team can challenge
Three Lenses
Check risk across what customers want, what you can deliver and what pays
Assumption Map
Rank beliefs by importance and evidence, so effort goes where risk is highest
Riskiest Assumption
Agree as a team what must be proven first
03
CULTURE SHIFT
From big launches to proportionate tests
YOUR TEAM CAN
Choose the right test for the risk, without over- or under-spending.
Testable Hypotheses
Write predictions specific enough to be proven wrong
Velocity™ Method
Choose from 50+ proven experiments, matched to the question you need answered
Fidelity Selection
Spend only what the decision needs, raising investment as evidence builds
Experiment Cards
Agree the method, measures and next step before any test starts
Testing Roadmap
Sequence tests so each one de-risks the next
04
CULTURE SHIFT
From gut feel to agreed thresholds
YOUR TEAM CAN
Call results with confidence, even when evidence is indirect.
Success Criteria
Define the right criteria and risk thresholds before any test runs
Signal Strength
Judge whether results are strong, mixed or weak, and act on it
Indirect Evidence
Link early signals to long-term outcomes you can’t yet measure
Evidence Scorecard
Evaluate existing projects to make sure they’re backed by real-world evidence, not bias
Decision Rules
Know in advance whether a result means proceed, iterate or stop
05
CULTURE SHIFT
From one-off projects to how everyone works
YOUR TEAM CAN
Keep experimenting long after the programme ends.
Shared Language
Give every team the same terms for risk, evidence and decisions
Decision Checkpoints
Build evidence gates into how investment gets approved
Decision Stories
Present results so leaders can act on them quickly
Stakeholder Buy-in
Win support by showing each stakeholder what’s in it for them
Your Playbook
Keep a tailored guide your teams reuse on every new project
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