From an interview with Intuit CEO Scott Cook:
Three things happen [if you experiment a lot]. One, you make better decisions because it’s actually real consumers or real production methods that aren’t based on theory or a PowerPoint…
Two, you enable your most junior people to test their best ideas, and when in you’re doing PowerPoint presentations, whose ideas are most likely to get lost?
The third is, you get surprises more often, and surprises are a key source of innovation. You only get a surprise when you are trying something and the result is different than you expected, so the sooner you run the experiment, the sooner you are likely to find a surprise, and the surprise is the market speaking to you, telling you something you didn’t know. Several of our businesses here came out of surprises.
And he concludes:
Now we teach our leaders that it’s your job to put in the systems that enable your people to run your experiments fast and cheap and to keep making them faster and cheaper. Yield as many of your decisions off to the experiment as possible.