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A Smarter Way to Run Business Experiments

Too many companies try out new ideas without knowing how to properly test them, a Harvard professor explains

A woman looks at her laptop deep in thought, looking at the results of a business experiment.
Photo: Cavan Images/Cavan/Getty Images

InIn 2016, Jeff Bezos gave shareholders a rare insight into Amazon’s innovation engine. In his annual letter, he explained: “I believe we are the best place in the world to fail (we have plenty of practice!), and…




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Stefan Thomke

Stefan Thomke

Stefan Thomke, an authority on the management of innovation, is the William Barclay Harding Professor of Business Administration at Harvard Business School.

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