Innovation | Branding | Design

From Abstract to Action: How Experimentation Shapes the Course of Innovation

08 Jun 2023
From Abstract to Action: How Experimentation Shapes the Course of Innovation
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Ryan Newman

By placing more value on experimentation—and embracing its often nebulous, winding path—businesses can arrive somewhere fruitful and perhaps unexpected. Ryan Newman, Innovation Director at LPK, explains.

Innovation is a transformative journey, turning abstract ideas into tangible value. At the heart of this venture, experimentation is the beacon—a light guiding the way forward. In today’s dynamic and competitive world, businesses must learn to value experimentation and real-world in-market testing. This mindset fuels innovation, informs decision-making, and uncovers fresh opportunities. However, despite its critical role in success, many organizations fail to fully embrace this approach due to fears about brand equity and short-term risks.

It’s here that LPK can help—by demystifying the value of experimentation and embedding this methodology into businesses for more fruitful innovation journeys.

 

“It’s crucial to debunk the notion that great ideas emerge flawlessly into the world.”

Unraveling the Power of Experimentation in Innovation
Experimentation enables exploring various possibilities that cannot be solved through discussion alone. This process is a cornerstone of innovation—providing structure and direction to the journey. History provides countless examples of transformative ideas born out of this experimental culture, from Thomas Edison’s relentless pursuit to perfect the lightbulb to the groundbreaking advancements in modern AI technology.

Yet, it’s crucial to debunk the notion that great ideas emerge flawlessly into the world. In reality, they result from a meticulous process of trial and error, underlining the importance of fostering a culture that promotes exploration and nurtures the seeds of innovation.

Overcoming Challenges in Experimentation
Organizations often face barriers to embracing experimentation. These hurdles can range from fears of harming brand equity, limited access to consumers and channels, resistance to change, and a focus on short-term results.

 

“The journey can be fraught with challenges, but the reward lies in unlocking your organization’s potential.”

To overcome these challenges, fostering a growth mindset that prioritizes learning and discovery over immediate results (the traditional success metric) is crucial. Businesses can navigate these obstacles and unleash their full innovative potential by creating an environment where employees feel empowered to explore new ideas and test their assumptions.


The Impact of In-Market Experiments:
LPK’s Approach & Success Stories
In-market experimentation is a potent tool that has yielded impressive results for LPK’s partners, such as Delta Faucet Company and Torani. By embracing this strategy, these organizations could test and validate their ideas, gather critical consumer insights, and make informed product development decisions.

LPK’s methodology focuses on swift execution, collaboration with key stakeholders, and real-world testing. We work closely with clients to design and implement customized experiments that align with their unique goals, ensuring efficient validation and data-driven decision-making.

The journey of experimentation can be fraught with challenges, but the reward lies in unlocking your organization’s potential, fostering a culture of innovation, and driving long-term growth.

Interested in learning more about how experimentation can boost your business’s innovation journey? Get in touch with Ryan.

Published On Jun 08, 2023
Brand Strategy
Design Thinking
innovation

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