In this episode, Chris Goward, founder and CEO of Widerfunnel, the Go Digital Group and the author of "You Should Test That!" shares his lessons on creating dramatic business improvements by developing a culture that looks to improve user experience for customers. Insights he shares include:

What got Chris started on the journey to improve user experience for customersWhat experimentation as a methodology meansThe observed mistakes marketers make todayWhat's driving the change to improve user experience for customersChris's perspective on what it takes to grow a businessWhat is the infinity optimization process as a frameworkHow to use the infinity optimization process to help build and implement experimentation in businessesHow to apply testing to non-revenue areas of a businessHow to factor in emotion into your marketingand much more