A sponsor who creates space
Someone senior who gives room, budget and cover. Seven people put this first. One added that sponsorship only works if there are consequences when big decisions skip the evidence.
A webinar for Product, Growth & CRO Leaders
How product & growth leaders
make better bets, faster,
and get their teams to decide
with evidence.
Starting where you are
Healthy data-driven cultures with Experimentation don’t come
with a five-step instruction manual.
Learn how to put the right pieces together
to create growth.
Experience from 100+ Experimentation Programs
With Ruben de Boer & Lucia van den Brink
Together built 100+ Experimentation Programs.
Online webinar
Amsterdam time · CET
Amsterdam time · CET
Monday, 9 November15:00 · Amsterdam
Friday, 13 November16:00 · Amsterdam
Not another framework
You followed the steps.
So why didn’t it work?
You’ve heard it on stages and read it in playbooks: do these five things, and you’ll build an experimentation culture.
But organisations aren’t identical. Neither are their people, priorities or starting points. A framework can tell you where you are. It can’t tell you exactly how to move forward.
“It’s not a ladder of steps.
It’s a jigsaw puzzle.”
You might start with the edges. Or build a small island in the middle. What matters is understanding which pieces you have, and which one to connect next.
The four cornerstones
Different starting points.
A few essential pieces.
Across our work and the experts we surveyed, these are the edge pieces we kept coming back to.
A clear business reason
A goal or problem that experimentation helps solve. Five people put it first. Tie your first tests to a business problem or debate that is already on the table.
Data people believe in
A testing tool that works, tracking that has been checked, and metrics the business agrees with. Nobody ranked data low, and it was the pain people mentioned most.
One willing team, and someone who can run and explain a test
A team with questions it really needs answered, and one person who knows the craft and can explain results in plain language. Ideally that person knows the organisation and who to call. “Start small” came up again and again.
What you’ll take away
Less following.
More figuring it out.
A different lens on building experimentation in-house, and a clearer sense of where to focus next.
For Product, Growth and CRO Leaders building an experimentation programme, finding their footing, or wondering why their current approach has stalled.
01
Understand the puzzle you actually have
Recognise the conditions, constraints and opportunities that shape experimentation in your organisation.
02
Find your next piece, not someone else’s
Use frameworks to diagnose where you are, rather than follow a sequence that ignores your context.
03
Connect learning to meaningful growth
Bring leadership, people, goals and tools together to build a healthier data-driven culture.
Meet your hosts
Two practitioners.
100+ Programs built
Ruben and Lucia bring 25+ years of combined experience working with large brands. They’ve seen what works, what stalls, and what it takes to build experimentation into everyday decisions.
Ruben de Boer
Ruben helps organisations build experimentation cultures and turn evidence into better decisions.
Experimentation culture · Evidence-based decisions
Lucia van den Brink
Founder of The Initial. Lucia helps brands bring experimentation in-house, connecting people, priorities and learning to build programmes that fit their organisation.
In-house experimentation · Data-driven growth
Your next piece starts here
Let’s work on
your experimentation puzzle.
Join The Initial for a webinar on building healthy data-driven cultures that create growth. Pick your date.
SESSION 01
9 November
Monday · 15:00 / Amsterdam (CET)
SESSION 02
13 November
Friday · 16:00 / Amsterdam (CET)
9 & 13 November 2026 · Online · For Product, Growth & CRO Leaders
A few things to know
Before you join.
Who is this webinar for?
- Your teams ship big changes untested
- You hired a CRO specialist and nothing changed
- The board asks why roadmap decisions don’t move the numbers
Do I need an established experimentation programme?
No. The puzzle starts where you are. The webinar is relevant whether you’re exploring your first experiments or working through the challenges of an existing programme.
Which time zone are the sessions in?
Both sessions are in Amsterdam time (CET, UTC+1): Monday 9 November 2026 at 15:00 and Friday 13 November 2026 at 16:00.
Who this webinar is not for
We would rather you know before you save a seat. This session is probably not for you if:
You’re a small, founder-led brand doing less than 10M ARR a year
At that stage a handful of sharp, founder-led tests usually beats a programme. Come back when there are more people and more moving parts to align.
You’re not looking to embed experimentation into your organisation
The puzzle is about making experimentation part of how decisions get made every day. If that isn’t the ambition, there is little here for you.
You want to ask questions about setting up and running experiments
This is a thinking session on culture and context, not a hands-on clinic on tooling, test set-ups or statistical significance.