IDEATE EXPERIMENT MONETIZE 1–4weeks Element Sprint ValueTests 1 nd es 1 1.X (1–5 dayseach) N 2 a 1–4weeks ue Idea ValueTests Proven/ Revised 3 l Element Sprint a ypothesElements 2 2.X (1–5 dayseach) Disproven Hypotheses 3.N V H Hypotheses 4 6 l th 5 tia 1–4weeks niow I r Element Sprint ValueTests G N N.X (1–5 dayseach) Client’s InnovativeIdea Portfolio 3.1 3.2 Customer Market Technical Concept Solution Pilots Attractiveness Viability Feasibility Simulation Prototyping ExperimentationPlanning RapidExperimentation Techniques andTools Figure 5: Rapid Iterative Experimentation Process CEO and business unit heads) the information they need to more confidently make decisions to pivot, halt, or continue with ideas in the portfolio. Large companies practicing RIEP often start with a centralized group—some call it an innovation lab or design studio or agile studio—to perform the experiments. In smaller firms such as startups, the culture demands an ‘all-hands-on-deck’ approach where likely everyone is involved.