Harvard Business School’s Stefan Thomke says running experiments can give companies tremendous value, but too often business leaders still make decisions based on intuition. With the right approach, even small firms can get a competitive advantage from the right kinds of tests. He explains how to introduce, run, and learn from experiments, as well as how to cultivate the right mindset at your organization. Thomke is the author of the book Experimentation Works: The Surprising Power of Business Experiments and the HBR article “Building a Culture of Experimentation.”

• Listen to the original HBR IdeaCast episode: How to Set Up—and Learn—from Experiments