In this episode, Chris Goward, founder and CEO of Widerfunnel, the Go Digital Group and the author of "You Should Test That!" shares his lessons on creating dramatic business improvements by developing a culture that looks to improve user experience for customers. Insights he shares include:

• What got Chris started on the journey to improve user experience for customers
• What experimentation as a methodology means
• The observed mistakes marketers make today
• What's driving the change to improve user experience for customers
• Chris's perspective on what it takes to grow a business
• What is the infinity optimization process as a framework
• How to use the infinity optimization process to help build and implement experimentation in businesses
• How to apply testing to non-revenue areas of a business
• How to factor in emotion into your marketing
• and much more