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Patience, Humility, and ‘Drops’: Marta’s Playbook for Experimentation in Traditional Companies
How do you build a culture of experimentation in a 150-year-old company?In this episode, Marta, Digital Experimentation Lead at A1 Telecom Austria, shares how she turned a traditional telco into a testing powerhouse driven by curiosity, courage, and customer focus.
Highlights:- Why humility is the secret ingredient of experimentation (“you’re wrong all the time”)- How Marta created a safe environment for learning and failing forward- The story behind “drops”, A1’s new way to talk about failed tests- What it takes to win buy-in from middle managementHow to experiment with experimentation and what that really means- The mindset shift from KPIs to stories and peopleLessons from transforming experimentation into a company-wide movement🎧 A must-listen for anyone driving change in large organizations or building a culture of data-driven decisions.
As Marta will be live on stage at GMS 2026 on June 16th in Frankfurt, make sure to meet her and secure your ticket now: www.growthmindedsuperheroes.com
If you enjoyed this episode, please follow, rate, and share it with your team or fellow optimizers and help more people discover the power of experimentation!
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By André Morys and Julia RumpfHow do you build a culture of experimentation in a 150-year-old company?In this episode, Marta, Digital Experimentation Lead at A1 Telecom Austria, shares how she turned a traditional telco into a testing powerhouse driven by curiosity, courage, and customer focus.
Highlights:- Why humility is the secret ingredient of experimentation (“you’re wrong all the time”)- How Marta created a safe environment for learning and failing forward- The story behind “drops”, A1’s new way to talk about failed tests- What it takes to win buy-in from middle managementHow to experiment with experimentation and what that really means- The mindset shift from KPIs to stories and peopleLessons from transforming experimentation into a company-wide movement🎧 A must-listen for anyone driving change in large organizations or building a culture of data-driven decisions.
As Marta will be live on stage at GMS 2026 on June 16th in Frankfurt, make sure to meet her and secure your ticket now: www.growthmindedsuperheroes.com
If you enjoyed this episode, please follow, rate, and share it with your team or fellow optimizers and help more people discover the power of experimentation!