Almost all companies use experimentation to develop and test new products and services. But in an increasingly turbulent business environment, strategies - as well as products and services - can become obsolete quickly and unpredictably. Therefore companies must broaden the arena of experimentation to include business models and strategies. Yet there are challenges in applying traditional approaches to experimentation more broadly. Such approaches can be costly and time consuming, and they can saddle the organization with an unreasonable burden of complexity.