Many organizations have strong managers who have strong opinions, but lack data, so we started to use the term HiPPO, which stands for Highest Paid Person’s Opinion, as a way to remind everyone that success really depends on the users’ perceptions. Some authors have called experimentation the ―New Imperative for Innovation‖ (38) and point out that ―new technologies are making it easier than ever to conduct complex experiments quickly and cheaply.‖ We agree and believe that companies can accelerate innovation through experimentation because it is the customers’ experience that ultimately matters