This chapter provides an overview of the essentials of business experimentation. It highlights how important it is to incorporate experiments, and many of them, into the planning of future endeavors. The author emphasizes that there is no such thing as a "failed" experiment, as long as an experiment provides informative results to learn from, it's succeeded. The chapter also underscores the importance of designing experiments that not only generate abundant data but also help uncover the "how" and "why" behind data trends, correlations, and consumer behavior. The author states that the time for innovation into experimentation for organizations has never been better, since many of the inhibitors such as costs and lack of resources have been mitigated via technological advances. The latter half of the chapter, using Team New Zealand as a case study, discusses the process of iterative experimentation, wherein a hypothesis is generated, tested in a controlled experiment, and the results inform the creation of a new hypothesis, thus continuing the cycle. The chapter concludes with a brief discussion on operational drivers-factors that can accelerate the experimentation process. These include lowering costs, speeding up time to results, and increasing infrastructure to run large, concurrent experiments that build upon one another.