Ashley Stirrup

I interviewed five experimentation leaders in one week and compiled the most important findings into this article. The Walt Disney Company, The Home Depot, Fin, Expedia Group, and Stitch Fix. Every single one pushed back on calling tests winners and losers. One saved millions with a fake button. One rolled back a "winner" that was quietly killing activation. One counts dollars saved as a formal team KPI. The full breakdown is in this edition.