#experimentation

#experimentation

A/B testing is the gold standard of experimentation. It is meant to help companies make faster, better, data-driven decisions. But too often, it does the opposite. The meeting starts with optimism: a new pricing idea, ad layout, or signup screen goes into an A/B test. After waiting for weeks, analysts come back with p-values, 95% confidence thresholds, and a familiar conclusion: "We should wait for more data. We don't have enough evidence yet, and it's not statistically significant."

Martin Fowler is one of the most influential people within software architecture, and the broader tech industry. He is the Chief Scientist at Thoughtworks and the author of Refactoring and Patterns of Enterprise Application Architecture, and several other books. He has spent decades shaping how engineers think about design, architecture, and process, and regularly publishes on his blog, MartinFowler.com. In this episode, we discuss how AI is changing software development: the shift from deterministic to non-deterministic coding;

"When I interview people, I ask them to give me an example of something they've invented,"

In any software development effort, there is always too much to do and not enough time or resources to do it all. The problem is that the number of things we could build is infinitely large, and our available time and resources are, by comparison, almost infinitely small. This applies especially to architecting. The art in software architecting is deciding what decisions need to be made now and which ones can wait.

Erin is a smart cookie. She manages complex projects for a living. She maps dependencies, anticipates risks, and can predict how a small change will ripple through a system. Yet when it comes to her own life, her thinking feels fuzzy and reactive. She's brilliant at analysis, just not when the subject is herself or topics like parenting, communication with her partner, or what type of balance she wants.

When an old friend and colleague of mine recommended the book "Growth Levers and How to Find Them," by Matt Lerner, I expected yet another business book that promised dramatic results within 100 pages and a quick two to three hour read. I'm talking about the kind of book that gets you all excited, only to leave you feeling deflated when you realize you can't influence your organization enough to make the necessary changes.

The marketing and communications field is evolving rapidly, shaped by emerging technologies, shifting consumer behaviors and new expectations for authenticity and impact. For professionals just entering the industry, the opportunities are vast-but so are the challenges. Building a successful career requires not only technical skills, but also adaptability, creativity and a commitment to continuous learning. To help the next generation chart their paths with confidence, Forbes Communications Council members share their top advice for those beginning their journey in the industry.

This was a quick experiment - maybe five or six hours all in. The output was fun, but the process taught me more.