The reasons
It’s been my observation in working with hundreds of practice owners that when successful people are asked about their success, they often end up discussing their failures. A common belief is that successful people are smarter, more gifted, or have more advantages. While these characteristics can bread success, in many cases, it was learning from their failures that made them more successful than their competition. A culture of experimentation is very common in successful businesses.

Action steps
To conduct an experiment:

• Define the objective: Identify what you want to achieve with a measurable outcome.

• Develop a hypothesis: Create a supposition about what you want to happen.

• Start small: Run the experiment on a limited scale to minimize risk.

• Measure the results: Use specific metrics and KPIs to evaluate the results.

• Analyze and iterate: Should you scale up, modify, or move on? OM