Small ideas can have a bigger impact with less risk

Companies tend to allocate testing time and money to large initiatives while ignoring small ideas that can have a bigger impact. Seek progress, not perfection. Invest in processes that encourage employees to submit small ideas.

• Use your website purchase interactions. For example, when airlines ask if a trip is for business or personal, they gain insight into price sensitivity for upgrades.
• Occasionally rotate the questions you ask to gather insights from a different perspective.
• Engage users and non-users.