<ul data-eligibleForWebStory="false"><li>Booking.com runs over 25,000 tests annually, transforming a small startup into a major player in the travel industry through extensive experimentation.</li><li>Guidelines set by Booking.com's leaders include avoiding domination by highest-paid individuals, testing every decision, and trusting tools to drive experimentation culture.</li><li>Creating a culture of experimentation begins with leadership commitment, redefining success and failure, fostering a growth mindset, and empowering employees to test hypotheses rapidly.</li><li>Organizations like Google and 3M encourage creativity through dedicated time for side projects, spurring innovation, while rewarding experimentation helps combat the fear of failure and drive continuous trialing and innovation.</li></ul>

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