Leadership KEEPS ON fighting you on running basic tests. They don't care about data. Your ideas "suck" (to them at least).
We've all been there.
I wanted to discuss this with someone who has BOTH experience in experimentation, BUT also talking the talk with senior leadership. Of course I had to talk to Nima "The Machine" Yassini.
We got into:
- What it is that leadership REALLY wants. And why CROs aren't necessarily delivering on that promise (primarily in messaging, not in actual body of work)
- Why consultants are somehow more trustworthy than in-house experts (even if they're saying the same shit...)
- Should experimentation really just be re-classified as 'research'?
Timestamps:
00:00 Start of Episode
2:15 Common Reasons Why Leadership Hate Experimentation
7:01 Leadership (For Some Reason...) Values Consultants Over In-House Opinions
10:20 Experimentation Needs Cross-Functional Help - We Can't Do It Alone
15:50 Creating a "Culture of Experimentation" Should Equally Focus on "Culture" - Not Just "Experimentation"
21:00 Leadership's Drive for Impact (Inadvertently) Leads to Snakeoil / Lack of Experimentation
28:16 Messaging Matters in How You Communicate What We Do
35:49 Shit You Need to Know: Michal Eisik
Go follow Nima Yassini on LinkedIn (https://www.linkedin.com/in/nimayassini/)! And check out this article he referenced in the podcast: https://tinyurl.com/FromAtoB-NimaArticle
Also make sure you guys are following Michal Eisik on LinkedIn - link to her post here: https://tinyurl.com/FromAtoB-Michal
If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!
