This white paper argues that designed experimentation is key to accelerating innovation by moving beyond trial-and-error or one-factor-at-a-time methods. Properly structured experiments reveal interactions, establish cause-and-effect, and optimize processes for both incremental and breakthrough advances. Applications range from pharmaceuticals and biotech (Quality by Design) to software testing, aerospace, agriculture, and machine learning. Experiments can be physical, computer-based, or online (e.g., A/B tests), and should be sequential—starting with pilot studies, then screening, modeling, and confirmation. Success requires clear goals, diverse teams, and careful planning. By embedding experimentation into strategy, firms can speed discovery, reduce risk, and sustain competitive advantag

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