Stefan H. Thomke

Companies once relied on experience and intuition to make new product decisions. No more. In a digital world, all successful products and services require rigorous testing. HBS professor Stefan Thomke shows the principles and practices for making experimentation part of your organization’s everyday operations and culture.

 • A much-needed guide for making experimentation and testing an organic part of every company's thinking, practice, and culture.
 • Addresses a big and rising challenge for companies in an increasingly digital and agile world.
 • Based on years of research in leading companies.
 • Rich, engaging stories illustrating the ideas and practices.

Audience: A broad audience of executives and managers in organizations focused on new products and services and customer experience, whether in the B2C or B2B sector.

Harvard Business Review Press

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