This chapter closely examines how a company can encourage a culture that trusts in experimentation, focusing on seven key attributes necessary to do so ethically, efficiently, and worth the associated costs. The first attribute should emphasize that there is no "winning or losing" in an experiment; it will provide useful information regardless of whether it supports the hypothesis. The second attribute stresses the importance of aligning various teams within the company on what they aim to achieve through experimentation. The third attribute warns against the Semmelweis reflex, which is the tendency to reject experimental results that don't align with personal assumptions. Attribute four discusses how to ensure an experiment is conducted with integrity, making them both ethical and worthwhile. The fifth attribute speaks on the importance of using trustworthy and capable tools for conducting experiments. The sixth attribute looks at how a company can embrace experimentation without sacrificing efficiency and streamlined processes. Finally, attribute seven examines techniques that upper management can use to create a culture in their organization that will be open to experimentation.