In my work as an entrepreneur or small business owner, I find that most people understand the need try out new business models and product innovations, but often trust their intuition rather than running a disciplined business experiment first.

Before you can experiment, you still need intuition and creativity to come up with innovations to test.

Unfortunately, even expert intuition has been proven unreliable in predicting customer behavior, so we need both.

Of course, every new offering to customers must be lawful and delivered ethically, and every business model and product is essentially an experiment in providing maximum customer value.

To counter these myths, there is more and more evidence of the value of building a business experimentation culture in your company, compared to relying on intuition or flying blind.

It's time to take a hard look at how you and your organization make change decisions today, to make sure you are ready for the changes your customers expect from you tomorrow