The CEO of GoDaddy's Secret to Creating a Culture of ExperimentationYou can't just encourage people to try things nilly-willy, says Aman Bhutani. Effective experimentation requires a system.

When Aman Bhutani became CEO ofGoDaddyin 2019, he saw a problem: The company had a good culture ofexperimentation, where individual departments were running manyexperiments, but it didn't have a good system of experimentation.

As a result, the team's experiments weren't driving as muchinnovationas 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."