ABOUT THIS EPISODE
What separates experimentation programs that become strategic advantages from those that never make it beyond a handful of A/B tests? According to Lucia van den Brink, it starts with ownership.
As founder of The Initial, Lucia helps companies build experimentation programs from the ground up but unlike most agencies, her goal isn't to become a permanent partner. Instead, she works to create internal capabilities, establish experimentation culture, and leave organizations with self-sufficient teams that can continue growing long after her engagement ends.
In this episode, Lucia joins host Ryan Lucht to discuss why experimentation is about much more than finding winning tests. She explains how organizations can build momentum through early wins, develop internal champions, avoid getting stuck on tool selection, and create a culture where data—not hierarchy—drives better decisions.
In this episode, we discuss:
Why experimentation should become an internal capability instead of an outsourced function
How to build an experimentation culture through early wins, internal champions, and organizational buy-in
Why companies often overthink experimentation tools—and underestimate the importance of simply running experiments
The biggest mistakes organizations make when launching experimentation programs, including chasing velocity at the expense of learning
