The Experimentation Puzzle · Research by The Initial
By Ruben de Boer & Lucia van den Brink, who together have helped build 100+ experimentation programs & cultures.
Why not a maturity model
Fixed models assume every organization climbs the same staircase toward the same end state. Only 2 of the 15 leaders we surveyed believe in one fixed outcome. Politics, industry, size and regulation change the order.
One prescribed sequence. Everyone starts at the bottom and climbs the same way.
Start where you are. With the edges, a corner, or an island in the middle.
01
Organizations don't all follow the same path.
02
Maturity isn't a linear progression through predefined stages.
03
Every organization has its own strengths, gaps and constraints.
04
Each organization and puzzle has a different completed picture.
The puzzle
We asked 15 experimentation leaders, most of them in-house, how they built, scaled and measured their programs. Most start with the cornerstones and the edges before moving inward. Some start in the middle.
Cornerstones
01
A sponsor who creates space
02
A clear business reason
03
Data people believe in
04
One willing team, and someone who can run and explain a test
Edge pieces · when more teams join
Process & standards
10/15
Capacity & tech
9/15
Goals & motivation
5/15
Governance
4/15
Training
3/15
A shared backbone
2/15
Room to adapt
2/15
How many of the 15 leaders mentioned each piece when talking about scaling.
Corners first, edges first, or an island in the middle. The lifted piece is your next one.
Four ways in
01 · Webinar
Understand why experimentation maturity isn't a linear journey and explore the insights behind the puzzle.
9 & 13 November 2026 · online · with Ruben de Boer & Lucia van den Brink
02 · Builder scan
Start with the pieces you have. The builder scan shows what's fragmented and where to focus first.
Free · about 5 minutes · a practical next-step view
03 · Research report
Explore the findings from 15 experimentation leaders, including the four cornerstones and important edge pieces.
13-page PDF · October 2026 · with starting & scaling checklists
04 · Strategy call
Discuss your organization's experimentation challenges with an expert from The Initial. Explore where progress is getting stuck and what it could take to scale.
25 minutes · one-on-one · no sales script
The research
experimentation leaders surveyed, 13 of them in-house
cornerstones every program needs in place
edge pieces that matter when more teams join
don't believe every company should aim for the same end state
Who we spoke with
André Morys
Erin Weigel
David Swinstead
Stewart Ehoff
Desiree van der Horst
Marta Mijatov
Stuart Clare
Muqtadaa Miandara
+ 7 who answered anonymously
Desiree van der Horst, on whether one sequence of steps works everywhere
Research led by
Ruben de Boer
Experimentation culture & evidence-based decisions
Lucia van den Brink
Founder, The Initial · in-house experimentation
Strategy call
Discuss your organization's experimentation challenges with Lucia van den Brink, founder of The Initial. Explore where progress is getting stuck and what it could take to scale.
Length
25 minutes, online
With
Lucia van den Brink, founder of The Initial