Ashley Stirrup

I asked five experimentation leaders the same two questions. Their answers were almost identical. On The Experimentation Edge, I sat down with the people running experimentation at JPMorganChase, Twitch, The Home Depot, Squarespace, and Signet Jewelers. Five completely different businesses. I expected five different playbooks. Instead they all landed in the same place: the value isn't in the wins. It's in the losses. Kevin Yang, CFA at Chase plans for failure so a losing test never feels like one. Arun Bodapati at Twitch calls false negatives "the killer." Lina N. at Squarespace says failed tests are just as good. Kim Ting Li at Home Depot won't run a test you won't act on. Craig Kistler at Signet turns every loss into a lesson the whole company can see. I pulled the sharpest takeaways into the first edition of a new newsletter, built around what separates real experimentation programs from the rest: a culture that makes losing safe, and the discipline to tie every result to dollars leadership can't argue with. If you run experiments, or you're trying to get your team to, this one's for you.