An experimental culture – why is it important and how to foster it?

What is an experimental culture?
Well planned is half done. But what if, in that time, you had already accomplished something? A culture of experimentation encourages this..
An experimental culture means not planning too much in advance, but quickly trying out new things in practice. The lessons learned from experimentation also play a key role, and can be used to improve what is done.
It’s all about culture, the way of doing things. Experimentation requires the ability to make decisions quickly.
“Trying something new takes a certain amount of courage. Often there is no guarantee that the end result will work, and one of the most important tools for the experimenter is quick but direct feedback. That’s why it’s important that Aste maintains an environment where experimentation is encouraged and supported,” says Tony Martin, Product Manager at Aste.
Fast-paced work, testing different options and refining outputs based on the data obtained is familiar from lean marketing, for example.
However, a culture of experimentation is suitable for all types of organisations and for different needs, from everyday meeting practices to the introduction of new systems.
Learn more: An effective marketing process: what it means in practice
What are the benefits of a culture of experimentation?
Big change can be scary, but neither is being stuck in one place. Experimentation is a good compromise that gets things moving, but the stakes are low.
This is one of the reasons why Aste wants to invest in fostering a culture of experimentation:
1. High speed lowers the bar
Sometimes it’s easier to get things started when you just pick up a shovel and get to work, rather than planning in detail. At the same time, even a big project feels somehow more approachable when you can get to it quickly and solve problems as they arise.
2. Testing for reliable information
Too often you get caught up in thinking you know how things are going to turn out, when in fact there is little evidence to support your beliefs. Instead of dwelling on it in meetings, it’s worth just trying it lightly, and then you can see whether the idea works or not – and if it doesn’t, why.
3. Doing things cost-efficiently
First of all, quick and small-scale experiments save planning time. By testing in practice first and making changes based on lessons learned, it is also likely to save unnecessary work in production.
4. The courage to try something new is growing
Another benefit of a culture of experimentation is that when you are encouraged to try something new, your mind is more open to change. People dare to challenge old ways of doing things and try ideas that come a little outside the box.
How can you encourage experimentation?
Or the question could be: what are the barriers that often stand in the way of experimentation? Here are some of the key ways in which Aste removes barriers and fosters a culture of experimentation.
Everyone’s ideas are equally valuable
A new idea can come to anyone out of the blue, just by surfing the web or talking to a colleague about a challenging project. That’s why it’s important that everyone in the organisation knows that their ideas are valued and wanted.
A straightforward decision-making chain
To make experimentation quick and easy, the path from getting an idea to testing it in practice should be as short as possible. Ideally, the person with the idea could immediately put it to the test, or at least know immediately who could provide the necessary resources.
At Aste, this has been solved by an exceptionally low organisational structure, where product managers, who are responsible for their own work, form self-directed teams of experts. There is a low threshold for suggesting changes to their own team and close customers, and a decision can be made quickly together. In addition, the product manager is always an expert on his/her own work and on his/her client, and therefore has the best knowledge of what concrete developments are needed at each stage of the process.
Experimental club – a curious core team
Some people are more visionary by nature, early adopters in technology terms, who get excited by something new and naturally take to it with curiosity. These are the people whose energy is worth harnessing!
We set up a team of such enthusiasts at Aste, the Experimental Club, made up of experts in different fields, from coding to graphic design. The Experimental Club shares ideas and experiences about new ways of working and tests, for example, the benefits of new AI tools in practical work.
“In the hustle and bustle of everyday life, testing and brainstorming new things can easily be reduced to a thought: it would be great to test, but now is not the time. That’s why we have regular walkthroughs in the Experiment Club, where everyone has a moment at the same time to discuss these things,” says Tony Martin, who is part of the team.

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Perhaps the most important part of an experimental culture is what happens after the experiment. It is more motivating to promote new ideas when you know that it is not just about that one experiment, but that the lessons learned can actually be used to change things for the better. In addition, when one person shares the lessons of their own experiment for all to see, everyone doesn’t have to make the same mistakes.
Aste’s Experimentation Club was the first to create a service for internal use, where anyone can easily add ideas worth trying and their own experiences of experiments already done. Using keywords and a search, it’s easy to find solutions to your idea or problem and get inspiration from the lessons of others.
In addition, Aste’s experts are actively involved in daily discussions, for example on Slack, where channels have been created around different topics. There is a low threshold for sharing inspiration and tips or asking for help with a particular problem.
Text: Maija Vaara, Aste Helsinki
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