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The CEO of GoDaddy's Secret to Creating a Culture of Experimentation

You can't just encourage people to try things nilly-willy, says Aman Bhutani. Effective experimentation requires a system.

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This story appears in the June 2022 issue of Entrepreneur. Subscribe »

When Aman Bhutani became CEO of GoDaddy in 2019, he saw a problem: The company had a good culture of experimentation, where individual departments were running many experiments, but it didn’t have a good system of experimentation.

Courtesy of GoDaddy

As a result, the team’s experiments weren’t driving as much innovation as they could. “Experimentation is about mindset,” Bhutani says. “It’s not something that people who are not aware of can suddenly discover. You have to coach people through it.”

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