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

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

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

So that's what he set about doing — drawing from his experience as senior vice president at JPMorgan Chase and then as president of Brand Expedia Group, which has an experiment-driven culture. As a result, since Bhutani took over, GoDaddy has released a slew of new products — including improvements to the results when customers search for domain names, a product to help people sell their domain names on the secondary market, and more — all of which have driven millions in increased sales. Here, Bhutani explains how to build a culture of experimentation, and just how impactful it can be.