Experimentation allows companies to gain incredible insights into product launches, but not all companies are taking advantage of this opportunity. “You can see the future,” said Peter Gray, vice president of product at Dow Jones. “Any idea [or] hypothesis that you have about an existing product, you have the ability to see the future and show it to a small percentage of your audience and find out what would happen if you did it for real.“Experimentation is the best business tool that has ever existed.”Many times, companies mistakenly believe experimentation opens the door to risk, but he said experimentation reduces risk rather than introducing it. He said he believes experimentation is a must, not a choice within a business.
Origen: INMA: Dow Jones finds experimentation leads to subscription success
