Experimentation Matters: Unlocking the Potential of New Technologies for Innovation

Observation, exploration and experimentation have been the three basic means of learning for scientists. Of these, experimentation calls for the highest levels of external intervention and as a topic by itself has always been of interest to statisticians who have developed powerful techniques to derive maximum information through the least possible number of experiments. Application of these statistical techniques has resulted in substantial reduction in research expenditure, quicker understanding of scientific principles and shorter time to convert ideas into useful products. On the other hand new technologies like simulation, CAD/CAE that harness the advances in computing have completely changed the experimental landscape by providing powerful techniques for rapid and economical experimentation on our desktops and servers. To cite one example discussed in this book, car maker BMW's crash simulation test progressed from 3000 to 700000 finite elements between 1982 to 2002 while simultaneously resulting in reduction of processing time from 3 months to 30 hours. Power of computing enables "front-loaded" innovation - understanding the phenomenon before committing resources into physical manufacturing.But the lacuna is that experimentation has never been thought as a separate management discipline cutting across functional silos to bring innovative solutions into the marketplace. Experimentation as a strategic tool that needs management attention and involvement is the core theme of this book.Management deals with producing results under uncertainty. Uncertainty can be broadly classified under technical, production, market and customer needs. Experimentation should tell us not only what will work, but also what does NOT work. The knowledge so derived should seamlessly flow across the Design-Build-Run-Analyze cycle that cuts across departmental boundaries in large organizations. This is analogous to the concept of ERP in business processes. Though this concepts looks simple, organizational barriers prevent the seamless sharing of information for innovation. Design, manufacturing , marketing and procurement functions fail to optimize on the organizational repository of knowledge that can put winning products into the marketplace. This book is an excellent study on how management can use experimentation as a unique strategy within and beyond organizational boundaries. Case studies are quite detailed and well illustrated. Read this book. It is worth experimenting.

The way to succeed is to double your failure rate. That comment by Thomas Watson, Sr. is not among the innovators' words of wisdom in Stefan Thomke's densely informative exploration of technologies and processes of experimentation but it perfectly fits the message. Central to Thomke's message in this book is the idea that iterated experimentation through the use of models, prototypes, and computer simulations is the key to learning and innovation. Getting the key to fit in the lock of increased organizational innovation capability, however, takes some jiggling and struggling. Experimentation Matters details the technologies that can transform innovation but place just as much emphasis on the changes that must be made to business processes, organization, culture, incentives, and management. Thomke provides plenty of detailed illustrations of companies wrestling with these issues, and offers six principles revolving to help companies experiment early and often and to organize for rapid iteration.The first part of the book explains in depth the reasons why experimentation matters for learning and innovation, and how new technologies are affecting the development of both products and services. Thomke shows how the rate of learning is influenced by several factors that affect the process and how it is managed: fidelity, cost, iteration time, capacity, sequential and parallel strategies, signal-to-noise ratio, and type of experiment. Beneath the bewildering diversity of approaches to innovation in different industries, Thomke uncovers six principles that can improve how experimentation occurs: Anticipate and exploit early information through front-loaded innovation processes; Experiment frequently but do not overload your organization; Integrate new and traditional technologies to unlock performance; Organize for rapid experimentation; Fail early and often but avoid "mistakes"; and Manage projects as experiments.In the final chapter, Thomke looks at how some companies are "shifting the locus of experimentation" to customers as a way to create new value. This approach, sometimes referred to as "co-creation", not only raises productivity but helps fundamentally change the sorts of products and services that can be created. Innovation toolkits given to customers need to enable them to iterate through the steps of experimentation, be user-friendly, contain libraries of useful, pretested and debugged components and modules, and they must contain information abut the capabilities and limitations of the production process. In addition to the development of a customer toolkit, Thomke adds four other steps for shifting experimentation and innovation to customers and, very importantly, notes how the creation and capture of value also shifts.One great strength of Thomke's book is the attention given to the managerial and organizational challenges of implementing new technologies such as computer modeling and simulation and combinatorial and high-throughput testin

Buy this book!! Thomke's important new book on innovation is the best that I have read. As a lecturer in product development, I would recommend it highly to anyone with an interest in innovation. In particular, it will be of benefit to company executives wishing to improve the efficacy and efficiency of new technology generation and product development within their firms and students of all levels in this area.New technologies have allowed for experimentation to be conducted on a much larger scale and in a much more cost effective fashion than ever before. However, what most organisations do not realise is that merely employing new technologies is not sufficient to unlock their true value. The organisation itself must be structured to fully exploit their potential. In today's competitive environment, innovation is crucial and speed is the essence. How this can be done most effectively within organisations is the critical issue addressed in this book. Six simple yet practical principles have been promulgated by Thomke to help senior managers optimise value from experimentation.The importance of experimentation in driving innovation is wonderfully highlighted and Thomke discusses important paradigms such as failing often to succeed sooner as well as contemporary issues thrown up by new technologies such as what to do with the opportunity to experiment more. He even delves into real-world issues of engineers not trusting computer simulations resulting in the seeming paradox of even more physical prototyping.The book is written in a highly readable style which engages the reader. Particularly fascinating are the case study examples which illustrate vividly the importance of experimentation in driving innovation and the practical value of the principles which he advocates. These studies cover such diverse companies as Eli Lilly, BMW and there is even one on the design of yachts for the America's Cup! User-friendly boxes explaining important concepts such as computer simulation make the book accessible even to those unfamiliar to this field. All in all, this is an excellent book and it is highly recommended. Five Stars!

Stefan Thomke has produced a landmark book that beautifully reinforces an often ignored aspect about innovation -- experimentation matters. Indeed, experimentation is at the heart of innovation, and Thomke has delivered that much-needed message very well. Drawing upon his extensive research and with many insightful case studies from across the industries, Thomke's book is a powerful account of how new technologies and processes can be leveraged to innovate and compete. This book is a "must read" for anyone who believes that innovation will increasingly be the driving element of competitive success, and that strategic experimentation design and management are at the center stage of innovation. Those not believing so, needless to say, will obviously be left behind. Read this book now and implement its ideas faster than your competitors.

The book's significance lies in Stefan Thomke's idea that sound experimentation is at the crux of the innovation process. This is a departure from either the fairly generalised thinking about product development and/or innovation, on the one hand, and the overly specific focus on techniques like simulation, on the other, that one tends to find nowadays. Experimentation is, of course, an old and commonplace idea in scientific circles and in some specialised management areas. But I believe this book will lead the way in making experimentation a crucial part of mainstream corporate management.Thomke has developed his own conceptual framework for this purpose consisting of the four stages of "design-build-run-analyse". He focuses on a wide range of new experimentation technologies (including simulation) and he has studied how they are applied in a wide range of industries. He makes it a point to distill the knowledge thus gained into sets of principles, key factors, steps, findings etc at regular intervals. Thus the book's contents have been made highly accessible to a managerial audience. Managers will appreciate the challenge Thomke presents of tapping into the full potential of experimentation.The book should also prove a valuable academic resource in management given the rigour of the research and its great managerial relevance. In fact, Thomke's cutting edge idea of customer toolkits for innovation (which catapult experimentation from the corporate realm to the customer domain) is already germinating in India. I, myself, have published a scholarly article on it very recently and I know others who have devoted sessions to it in top-flight MBA and executive programs here.The book should make for absorbing reading by the management community worldwide and I recommend it highly.