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The Experimentation Program Behind a 15M Subscriber YouTube Channel with Grace Miller
Why does one of the world’s leading business podcasts (and media companies) employ a full-time Head of Experimentation and Failure?Ask Grace Miller, who holds the title at FLIGHTSTORY, the company behind The Diary of a CEO. On today’s episode, Grace shares how her team built an experimentation engine to drive growth across podcasts, product, paid media, and marketing.Grace shares how her work spans the entire business - from optimizing things like add-to-cart placement and email design, to podcast-specific experiments like trailer hooks, audience retention, ad placement, and YouTube thumbnails. She also discusses how FLIGHTSTORY takes experimentation offline through live events and community dinners to strengthen the audience bond. If you want to understand how modern media companies test, learn, and grow faster, this episode offers a behind-the-scenes look at experimentation in action.In this episode, we discuss:
- Why FLIGHTSTORY built a culture around experimentation and why failure is part of the process
- How testing small changes (like podcast hooks, thumbnails, and ad placement) can significantly impact audience growth
- What it takes to build an experimentation engine across podcasts, product, marketing, and paid media
- How live events and community experiences help strengthen audience connection beyond digital channels
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By EppoWhy does one of the world’s leading business podcasts (and media companies) employ a full-time Head of Experimentation and Failure?Ask Grace Miller, who holds the title at FLIGHTSTORY, the company behind The Diary of a CEO. On today’s episode, Grace shares how her team built an experimentation engine to drive growth across podcasts, product, paid media, and marketing.Grace shares how her work spans the entire business - from optimizing things like add-to-cart placement and email design, to podcast-specific experiments like trailer hooks, audience retention, ad placement, and YouTube thumbnails. She also discusses how FLIGHTSTORY takes experimentation offline through live events and community dinners to strengthen the audience bond. If you want to understand how modern media companies test, learn, and grow faster, this episode offers a behind-the-scenes look at experimentation in action.In this episode, we discuss:
- Why FLIGHTSTORY built a culture around experimentation and why failure is part of the process
- How testing small changes (like podcast hooks, thumbnails, and ad placement) can significantly impact audience growth
- What it takes to build an experimentation engine across podcasts, product, marketing, and paid media
- How live events and community experiences help strengthen audience connection beyond digital channels