Business Experimentation: A Practical Guide for Driving Innovation and Performance in Your Business

by Rob James, Jules Goddard

Overview

Business experimentation can not only create measurable value for organizations, it can provide the inspiration to break with the habits of the past by dealing with challenges and exploiting opportunities.

This book is a step-by-step, practical guide to the six-stage business experiment process, from understanding the problem or opportunity to creating a hypothesis, planning the experiment and analysing the findings. It explores the top design criteria for successful and impactful business experiments and includes valuable case studies covering problem solving, performance improvement and strategic innovation. To support the process, Business Experimentation also includes downloadable, editable templates, worksheets and activities for use in ideation and planning sessions.

This business experiment methodology can be used to support a one-off initiative or to underpin desired behaviours as part of a wider organizational change programme, as experimentation encourages people to be bold, take risks and seek new ways of doing things. Based on programmes the authors have run with a variety of leading organizations and with astonishing results, this practical guide provides businesses with the confidence to get started with experimentation and the tools to succeed.

Product Details

ISBN-13:	9781398601703
Publisher:	Kogan Page, Ltd.
Publication date:	09/28/2021
Pages:	272
Product dimensions:	6.38(w) x 9.45(h) x 0.98(d)

About the Author

Rob James established his own leadership consultancy practice in 2003 after senior roles in executive development at PwC. In this practice, and as a Programme Director at London Business School, he has worked globally across many industry sectors using experimentation to create greater value for businesses.

Dr Jules Goddard is the leading proponent and practitioner of action learning programmes at London Business School, UK. He was the first person to be appointed Gresham Professor of Commerce and now serves as a member of the Council of the Royal Institute of Philosophy.

Table of Contents

** Chapter - 01: Introduction to experimentation in business; ** Chapter - 02: What we really mean by ‘experiments’; ** Chapter - 03: Ten principles of successful business experiments; ** Chapter - 04: A ‘typology’ of experiments; ** Chapter - 05: The benefits of experimentation – And what inhibits managers from using it; ** Chapter - 06: An overview of the experiment process; ** Chapter - 07: Identify; ** Chapter - 08: Discovery; ** Chapter - 09: Ideation; ** Chapter - 10: Define; ** Chapter - 11: Experiment; ** Chapter - 12: Evaluation

Editorial Reviews

"Most seasoned executives buy into the idea that we should encourage more experimentation in business, but they often don't know where to start. This book solves the problem - it is full of practical advice and it is written by two genuine experts, Rob James and Jules Goddard, who have been helping organisations run business experiments for more than a decade."

Professor Julian Birkinshaw

"Business experiments lead to discoveries and insights and promote constant further development and innovations. You will be inspired and excited when you read Jules and Rob's book and immediately feel like starting your own experiments."

Dr Sven Ebert

"This is a deeply insightful, thought-provoking and practical book, offering an approach that will be of value to organisations of all kinds. The authors unpack experimentation with commendable clarity."

Dr Andrew MacLennan

"This book offers a wise reflection as well as a practical approach to make business experiments part of the way we lead our organizations into the future."

Thierry Bonetto

"In this highly practical book, Jules and Rob outline what is takes to bring experimentation to life; to have fun and increase an organization's curiosity in finding what works and adds value and what doesn't."

Steve Hurst

"James and Goddard have been teaching the "how to" of experimentation to executives for the past two decades. They have now put their insights and wisdom into this practical and very readable book. It is a winner! It belongs on the shelf of every manager."

Professor Costas Markides

"Their writing is a dance between philosophical gems and practical nuggets. Readers are stimulated to think about how they could embark on their own journeys of experimentation."

Anil Sachdev

"Under Rob's and Jules' guidance, the experimentation movement has changed our game. In fact, it has become a key part of ensuring that our organization is future ready."

Paul Dupuis

"I've worked with the authors and as a consequence know that their advice is based on huge experience and rigour. They write as they talk, common sense supported by acute observation."

CEO Rolls-Royce 1996-2011 Sir John Rose

"This book is a great source of insight for leaders who understand that the world is ever-changing and consistently strive to master the latter and to adapt."

Pierre Deheunynck

"I was inspired and awed by the beauty of Rob and Jules "Business Experimentation" as a masterful tool to address opinions and habitual patterns. With experimentation, a bridge is created to have a stance in life where opinions and points of view rather than divisiveness provide a common ground to support a shared understanding. Much needed in today's world!"

Dr Valerio Pascotto

"The book is a perfect balance of academic rigour AND business relevance. It is provocative and provides pragmatic tools for success that explain the Why, the What and the How."

Linda Irwin

"Could there be a timelier book than Business Experimentation? As businesses the world over look to reset, I doubt there can be a more important book for leaders to read."

Keith Coats

"Having worked with both authors I am continually struck by the impact that they and their methodology has on senior leaders. Their approach is both provocative and pragmatic and has led to some amazing experiment results."

Roger Minton

"This book is a celebration of a truly scientific approach to business, one which seeks to find out what you don't know, rather than endlessly optimising on the little that you do."

Rory Sutherland

"For anyone interested in exploring the spirit of experimentation in their organization, and building a culture of curiosity for themselves, this will be essential reading."

The Jump Network Andy Craggs

"Business Experimentation is very timely. Jules Goddard and Rob James' book provides a high-level reflection and a practical roadmap to experiment and find new ways forward."

Muriel Larvaron