Paul Sloane, a longtime authority on innovation and lateral thinking, examines how companies such as Airbnb, Booking.com, ...

The foundation of successful experimentation begins with having the right people and support structures. This starts with hiring skilled data scientists or analysts who understand marketing ...

Understanding advertising effectiveness is the cornerstone of successful marketing, yet marketers often shy away from the most reliable tools for the job. Why? Because true experimentation – the kind ...

Atlassian’s Tiffany To shows that experimentation grounded in real use cases, tested assumptions, and trust is the key to moving AI from theory to traction.

In 2025, the biggest risk in marketing isn’t making a bold move—it’s playing by the book. AI-driven tools have made marketing faster, smarter and more scalable. But they’ve also created a paradox: ...

Intuit became a multi-billion-dollar company by discovering that the best experiments, not the best Powerpoints, should drive innovation. In 1983, Scott Cook and Tom Proulx set out to build a new ...