The Initial

Lucia van den Brink
  • ०.० (०)
  • मार्केटिंग
  • दरमहा अपडेट केलेले

Lucia ran 1000+ A/B tests and worked for 20+ leading brands, together: we learn from mistakes made, the nitty-gritty of how brands started, and their unique perspectives. each episode is a candid convo with the people who build, break, and rebuild: product leaders, experimentation experts, founders, cmo’s, investors, analysts and more we talk about their first experiment, when and how the company started, how they grew to be more data-driven and where they are now

  1. I Do Stand-Up Comedy and A/B Testing (Turns Out They're the Same Thing)

    २२ जून

    I Do Stand-Up Comedy and A/B Testing (Turns Out They're the Same Thing)

    Get David's prioritization framework in this month's newsletter: ⁠https://increaseconversionrate.substack.com/⁠ David Swinstead spent 10 years inside the Booking.com bubble, and came out with some of the sharpest, most contrarian takes in the experimentation space. in this episode… he is now running experimentation programs at e-clerks, and doing stand-up comedy on the side, he treats both the same way: test everything, surrender to the data, and never assume you know the answer. it's about: → the "no-brainer" test on his first day at Booking.com that completely tanked → why PIE, ICE, RICE and every off-the-shelf framework is setting your team up to fail→ the 5-criteria prioritization framework he's been refining for 15+ years→ 1 pixel. 1 underline. and why everything on your site can make a difference→ CRO is easy, people are hard. how to actually build a culture that lasts Find David on Linkedin: https://www.linkedin.com/in/david-swinstead-09267030/

    ४२ मिनिटे
  2. Blinkist: 'Onboarding Best Practice' failed 😳

    १ जून

    Blinkist: 'Onboarding Best Practice' failed 😳

    Proven at brands like Kia, Montblanc, Blinkist, and Blacklane, Ioana’s framework shows how to implement experimentation that actually scales. Find it in this month’s newsletter: ⁠https://increaseconversionrate.substack.com/⁠ in this episode... Ioana has built experimentation programs across industries (from automotive to luxury to tech) and she’s not just running tests, she’s building systems that scale learning. currently working as a product growth consultant at Blinkist, she turns experimentation into a true growth engine. this conversation isn’t about surface-level A/B tests. it’s about: → the 5-step framework to build an experimentation program from scratch→ why “time to learn” beats perfection in high-performing teams→ how to avoid false positives that can cost companies millions→ why common “best practices” in CRO often fail in reality→ using AI to generate hypotheses and accelerate experimentation Find Ioana & her cohort for women on Linkedin: https://www.linkedin.com/in/ioanaiordache/

    ३४ मिनिटे
  3. My Job Title is ‘Head of Failure’ (& we do 50 Experiments /Month)

    १८ मे

    My Job Title is ‘Head of Failure’ (& we do 50 Experiments /Month)

    How do you pitch 50 experiments a month? ...by making them impossible to refuse. Steal Grace Miller’s framework for "tiny loss" proposals that guarantee a "Yes" from even the most risk-averse clients, it's in this month's newsletter: https://increaseconversionrate.substack.com/ in this episode… Grace Miller is building one of the most advanced experimentation cultures in media. she doesn’t just run tests; she turns entire teams into experimenters. as head of experimentation and failure at Flight Story, the company behind Diary of a CEO, she’s scaling experimentation across 15+ teams, from thumbnails to full customer journeys. it’s about: how to build a culture where everyone runs experiments (not just one team)“kill the guesswork”: using data to drive decisions across the entire businesswhy failure, rewards, and rituals (like experimenter of the week) accelerate growthhow to prioritize experiments that actually impact company KPIsscaling learnings across brands, platforms, and audiences without forcing what doesn’t fit Find Grace on Linkedin: https://www.linkedin.com/in/grace-miller-linked-in/

    ४६ मिनिटे
  4. Stop Trying to Trigger Emotion: Do This Instead

    ७ मे

    Stop Trying to Trigger Emotion: Do This Instead

    If you enjoy learning about these topics, follow our newsletter to get all the frameworks and insights: https://increaseconversionrate.substack.com/ in this episode… Talia Wolf has been shaping the CRO industry since its earliest days. she doesn’t just run experiments; she decodes how people make decisions. as the creator of the emotional targeting framework, she’s helped companies move beyond surface-level optimization and into truly understanding what drives conversions: human behavior. it’s about: → why conversions are decisions, and how to reverse engineer them → emotional targeting: understanding pains, desires, and real customer motivations → how to turn customer research into high-impact experiment → creating emotional resonance by meeting users where they already are → getting buy-in: treating stakeholders like customers Find Talia on Linkedin: https://uk.linkedin.com/in/taliagw

    ३८ मिनिटे
  5. Use High Velocity as Stress Test while Scaling Experimentation

    २० एप्रि

    Use High Velocity as Stress Test while Scaling Experimentation

    get Luiza's playbook in our newsletter: https://increaseconversionrate.substack.com/ apply to work with us: https://the-initial.com/ in this episode... Luiza de Lange has taken companies from zero to over 100 experiments a year. she doesn't just run tests; she builds engines. currently leading experimentation at LeoVegas, she’s an award-winning practitioner who knows exactly where the "handshakes" fail in a growing business. this conversation isn’t about just tweaking button colors. it’s about: → how to move from "gut feeling" releases to validating every piece of code → why high velocity is actually the best way to audit your technical infrastructure → the "avoided loss" metric: how to prove you saved the company millions by not shipping → why "quantity improves quality" in the early stages of a culture shift → clarifying the raci: who is actually responsible for the hypothesis sign-off? Find Luiza on LinkedIn: https://www.linkedin.com/in/luizadelange/

    ३३ मिनिटे

  6. ६ एप्रि

    how a €1M mistake at Booking.com didn’t kill his career

    Maarten van Pijpen spent 15 years at Booking.com. a place where experimentation wasn’t a project.it was the culture. now he’s chief growth officer at Unravel.a travel app that feels like TikTok,but lets you book instantly. in his first 35 days, he:– chose an experimentation tool– lined up 10 experiments– started building a data foundation but this conversation isn’t about tooling. it’s about: → how to move from top-down founder energy to bottom-up ownership → why shipping fast without tracking is dangerous → how a €1M mistake didn’t kill his career(but actually strengthened it) → why failures were celebrated at Booking → how to scale leadership so you’re not the bottleneck we talk about culture.trust.empowerment.and what it really takes to build a data-driven company —without killing speed. if you care about experimentation, growth, or leading teams in scale-ups and how all of these dynamics work, this podcast is for you.

    ३७ मिनिटे
  7. 25,000 students, & this is what he actually teaches: don't insert CRO in teams, bring it to them.

    २४ मार्च

    25,000 students, & this is what he actually teaches: don't insert CRO in teams, bring it to them.

    the wrong Culture inside a company, kills even the best specialists. this is what Ruben de Boer, 15+ years in Experimentation, has noticed again and again: we need to create the right environment for CRO & Experimentation to flourish. not by pushing CRO but by bringing it to people and teams his course on Udemy has 25000+ students and is very much about the basics of CRO and Experimentation, but these days Ruben teaches how to make Experimentation mátter to the business, and to leadership follow him on Linkedin: https://www.linkedin.com/in/rgdeboer/?originalSubdomain=nl or take one of his Udemy courses: https://www.udemy.com/user/rubendeboer/

    ३१ मिनिटे

  8. ३ मार्च

    How Fyxer.ai ran 512 Experiments in a year by using AI

    we unpack one of the fastest built experimentation engines i've seen!! In this episode, I sit down with Kameron Tanseli (Growth Engineering) and Rosie Hoggmascall (Growth & Product) from Fyxer.ai and we retrace the steps of building a 500+ /year experimentation program. We go deep into: Why their first onboarding experiments actually made things worseThe tooling shift from PostHog to GrowthBook (and why it mattered)How decentralized ownership (no PM, no heavy process) unlocked serious speedWhy every engineer acts like a founderHow Slack transparency builds experimentation cultureUsing AI agents to automate experiment reporting, analysis, and cleanupWhat “time to value” really means in an AI productThe emotional side of onboarding (“inbox shock”) and how it impacts retentionHow to prioritize when you’re scaling from 5 → 70+ peopleWe also explore: ➤ The difference between growth and product prioritization➤ How to surface insights across support, sales, and product➤ What’s still impossible to automate in experimentation➤ The tracking challenges of building inside Gmail and Outlook and of other AI tools

    ४२ मिनिटे
सर्व पहा (१३)

ह्याविषयी

Lucia ran 1000+ A/B tests and worked for 20+ leading brands, together: we learn from mistakes made, the nitty-gritty of how brands started, and their unique perspectives. each episode is a candid convo with the people who build, break, and rebuild: product leaders, experimentation experts, founders, cmo’s, investors, analysts and more we talk about their first experiment, when and how the company started, how they grew to be more data-driven and where they are now

माहिती

  • निर्माता
    Lucia van den Brink
  • सक्रिय वर्षे
    २०२६
  • एपिसोड्स
    १३
  • मानांकन
    क्लीन करा
  • कॉपीराइट
    © Lucia van den Brink
  • संकेतस्थळ दाखवा
    The Initial

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