NEW RESEARCH · OCTOBER 2026
Experimentation Maturity isn't linear, and there's no single end state every company should aim for. But most agencies & consultants don't tell that story, they will sell you an easy to understand framework.
How 15 leaders built and scaled their Experimentation Programs, and why no two journeys look the same. Here’s what you can learn from that
✅ The 4 corner pieces of an Initial Experimentation Program
✅ What becomes important when you scale
We'll send you the report with your data. Unsubscribe anytime.
What’s inside
01 · The premise
Fixed models assume every organization climbs the same staircase. Only 2 of the 15 leaders we surveyed believe in one fixed end state.
The ladder vs. the puzzle
02 · The corners
A clear business reason, leadership support that gives you space, data people trust, and some resources to run with. What each looks like in practice.
Based on a survey of 15 experimentation leaders
03 · Your next piece
The edge pieces that matter when more teams join, and how to tell which piece your organization should work on next.
Process, capacity, goals, governance & more
Prefer the walkthrough?
Ruben de Boer & Lucia van den Brink walk through the findings live, and take your questions. Sign up and you’ll get the calendar invite and the link to join.
For product, growth & CRO leaders building or scaling an experimentation program
The premise
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 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