Embracing ‘Business as an Experiment’

by Micaela Kamp

I used to think business success came only from big, bold moves, but the more founders I’ve worked with, the more I see there’s another factor at play. The companies that succeed are using decisions as learning opportunities, continuously refining their approach using experimentation. 

Building a business or running a marketing campaign isn’t that different from science—both require curiosity, testing, and iteration. And with both, it’s not about avoiding mistakes—it’s about using every result to move forward; A commitment to saying; “What did we learn? Let’s adjust and try again.”

When founders and marketers start thinking more like scientists, they unlock smarter ways to build and grow. It creates a foundation for resilience, allowing businesses to evolve as market or customer dynamics rapidly change. And ultimately, the entire process of building their business becomes smoother and—believe it or not—less stressful as a result. 

Let’s explore what adopting the scientific method can do for you and your business:

1. Failure Becomes Data, Not Defeat

For a scientist, when an experiment “fails” it is still valuable. That failure will tell them what doesn’t work, which moves them closer to what will. The same is true in marketing and business. Instead of fearing failure, treating each campaign or initiative as an experiment will reframe setbacks as feedback.

Takeaway: No campaign or business pivot is wasted if it teaches you something new.

2. Decisions Driven by Data, Not Assumptions

The reliance on data in the scientific method helps remove bias and emotion from the equation. Instead of guessing, you test, measure, and let data be your guide. Founders and marketers benefit when adopting this approach because strategies become based on real-world results, not hunches. It ultimately reduces risk and builds confidence in decision-making.

Takeaway: By grounding your actions in data, you make smarter, more effective choices.

3. Encourages Agility and Adaptability

Experiments are flexible, that’s the beauty of them. If one idea fails, you can always change a variable and try again. This iterative process keeps your business more resilient in a changing market. Founders and marketers who embrace this iterative approach learn to pivot quickly without fear of getting stuck or starting over.

Takeaway: The ability to adjust and retest makes your business more adaptable.

4. Continuous Improvement is Part of the Process

Whether you’re a scientist or running a business, experiments don’t end with a single success. Each cycle of testing and refinement builds on the last, creating a loop of continuous learning and improvement. Over time, these small improvements compound, leading to significant progress.

Takeaway: Keep experimenting—there’s always room to grow.

5. Promotes Curiosity and Collaboration

Scientists are driven by curiosity, always asking “What happens if I try this?” When founders and marketers adopt this mindset, they create a culture that welcomes ideas, encourages learning, and fosters collaboration. Teams are more likely to brainstorm new solutions when the focus shifts from needing to be “right” to simply being curious.

Takeaway: A curious mindset keeps your team energized and creative.

Business as an Ongoing Experiment

The businesses that thrive aren’t the ones that get everything right the first time—they’re the ones that keep experimenting, learning, and adjusting along the way. Treating each campaign, product launch, or strategy shift as an experiment keeps you moving forward, even when things don’t go as planned.

So, the next time your campaign underperforms or your business faces a roadblock, don’t see it as a failure. See it as an experiment. Ask yourself: What did we learn? Change a variable, run the test again, and see what happens. Because just like in science, every misstep is fuel and information to reach your next breakthrough.

And who knows? Maybe the key to your next big success is just one experiment away.

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RevUp Capital Director of Growth Platform Micaela Kamp is an accomplished growth marketer and content architect with 8+ years of experience helping early stage companies share their stories. Over the years, she has used her ability to question everything and a belief in storytelling to build strong foundations for scalable growth for founders.