A masterclass in experimenting with success

For our September ‘Innovation Talk’ we invited Dean Wilson – designer, veteran experimenter, and managing consultant at Magnetic (a leading innovation consultancy) – to be our expert speaker. Dean shared a deep well of experience spanning over twenty years of experimentation. Using brand-leading case studies to illustrate his message.

Dean explained the different types of experiment. More importantly, he revealed why failure is such a counter-intuitive part of success. Experimental failure defines the flaws in business concepts before they become costly, brand-damaging disasters.