Preface. A tribute to the scientific method: why I wrote the book (and why you should read it). Understanding the power of thinking and acting scientifically. Entering a new age of large-scale business experimentation
Introduction. The business experimentation imperative: the need for business experiments to drive innovation and profitable growth. Deploying large-scale experimentation as a business-wide practice. Brief introduction to the book's ideas and frameworks
Why experimentation works: the role of business experimentation in innovation. Understanding the power of tools and the experimentation process. Leveraging the operational drivers of high-velocity learning
What makes a good business experiment?: the elements of a good business experiment. Seven questions that yield better management decisions. Appreciating the limits of experimentation
How to experiment online: the business value of A/B testing. Leveraging the power of incremental innovation for business performance. Learning the best experimentation practices from leading digital companies
Can your culture handle large-scale experimentation?: the seven attributes of a true experimentation culture. Diagnosing and addressing cultural obstacles. Adopting a new management model for experimentation organizations
Inside an experimentation organization: the operating model of a true experimentation organization. Democratizing testing through process, management, and cultural discipline. Using technology, scale and velocity for competitive advantage
Becoming an experimentation organization: the steps to becoming a true experimentation organization. Using the 7S's and ABCDE frameworks to analyze your situation. Deploying experimentation tools most effectively
Seven myths of business experimentation: the myths that undermine experimentation and innovation. Realizing that your actions will lead to opposite reactions. Addressing fallacies that slow down progress
Epilogue. A brief look at the future: the future of experimentation is already here. Understanding the role of AI. Adding value to automated testing and decision-making