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How do you build a culture of experimentation in a 150-year-old company?In this episode, Marta, Digital Experimentation Lead at A1 Telekom , shares how she turned a traditional telco into a testing powerhouse driven by curiosity, courage, and customer focus.
Highlights:
- Why humility is the secret ingredient of experimentation (“you’re wrong all the time”)
- How Marta created a safe environment for learning and failing forward
- The story behind “drops”, A1’s new way to talk about failed tests
- What it takes to win buy-in from middle management
- How to experiment with experimentation and what that really means
- The mindset shift from KPIs to stories and people
- Lessons from transforming experimentation into a company-wide movement
A must-listen for anyone driving change in large organizations or building a culture of data-driven decisions.
As Marta will be live on stage at GMS 2026 on June 16th in Frankfurt, make sure to meet her and secure your ticket now: www.growthmindedsuperheroes.com
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