How do I build an experimentation culture?

Building an experimentation culture requires leadership support, clear processes, and celebrating learning over winning. Start by making testing accessible—provide tools and training so anyone can propose tests. Create a process for submitting, prioritizing, and running tests. Share results openly, including failed tests, since failures teach valuable lessons. Reward curiosity and data-driven thinking, not just successful tests. Make testing part of regular workflows, not a special process. Encourage hypothesis-driven thinking—every test should have a clear hypothesis. Celebrate learning and iteration, not just big wins. Example: A company built experimentation culture by having monthly 'test and learn' sessions where teams share results, leading to 10x more tests run and consistent improvements.