Making Revenue Focused Bets Like a VC

Small changes can cumulate, and you can stack margins on top of each other through iterative optimization approaches in high-volume campaigns.

Three Types of Experimentation

• Iterative Optimization — Small, incremental changes that compound margins through high-volume testing
• Net New Functionality — Exploring unknown outcomes using reactive frameworks
• Disruptive Experimentation — Strategic risk placement with calculated costs

Addressing Risk Aversion

Companies experiencing repeated campaign failures often become overly cautious. The recommended solution is establishing a dedicated risk-prone team where failure becomes a learning mechanism rather than a setback, accelerating growth discovery.

Democratizing Experimentation

Making experimentation accessible across the organization through simple submission forms allows any team member to propose ideas. The growth team then reviews, deduplicates, and prioritizes these initiatives — ensuring the best ideas rise to the top regardless of where they originate.