Stefan Thomke, professor at Harvard Business School, says running experiments can give companies tremendous value, but too often business leaders make decisions based on intuition. STEFAN THOMKE: That means basically explaining sort of too people what sort of the value of the experiment, experiments are. They said, you know, we started out and we ran an experiment and we went to the meeting and we told people what the experiments sort of showed us and so forth and they kind of listened to it, and they gradually started to sort of understand the value of it.