Test and learn
‘The willingness to experiment, it turns out, is the chief indicator of how innovative a person or company will be.’ (Hal Gregorson)
Test and Learn is an experimental, adaptive technique, used to address complexity, uncertainty and innovation. It’s useful in situations where, say, past experience isn't a reliable guide for future action because e.g. critical conditions have changed. It’s also useful when moving into new, unchartered territory where the evidence needed for sound decision-making can only be generated by, ‘let's suck it and see’. It shares a lot in common with action research: create a tentative hypothesis, step forward, observe the results, try to make sense of them, refine the hypothesis, take the next step.
Test and Learn is used in fast-paced, fluid environments, such as by rapid-onset disaster response teams where conventional strategizing and planning isn't realistic or possible. By the time a detailed plan is formulated, things have moved on - and the paper it's written on is sent for recycling before the ink has dried. Test and Learn is also used by marketing teams when testing new products or services or seeking to penetrate new or not-yet-known markets. It provides tangible evidence based on customer responses which, in turn, enables change or refinement before investing further.
What psychological, relational and cultural conditions enable Test and Learn to work?
When have you used Test and Learn? How did you do it? What difference did it make?
(See also: Unpredictable; Adaptive)
Last week felt like a perfect storm, an unexpected convergence of pressures from all directions that left me reeling. Betsy Kolkea describes it as like having the tail shot off a plane in mid-flight; a sudden loss of control that sets us spinning downward at terrifying speed. I’m reminded me of the dramatic plane-falling-from-the-sky scene in the film Knight & Day, where Cameron Diaz asks Tom Cruise anxiously, ‘Are we going down?’, to which he replies with a grin, ‘It’s just a rapid descent.’
In that satirical moment, the character played by Cruise actually models an important principle in a sudden crisis: create a pause, no matter how brief, to breathe, reflect, weigh up options (and, for me, pray) – then decide and act. I heard a similar idea in a video this week, about how to survive a parachute jump if the parachute doesn’t open. The most important thing is not to panic (yeah right!) and to use the moments available, no matter how brief, to breathe, focus, scan options and choose.
This skill may indeed, of course, come a lot easier and more instinctively if we’ve had opportunity to practise and gain experience beforehand. There’s something about having already been through a challenge and survived, having been tested repeatedly under fire, that can develop a resilience and psychological adaptivity akin to muscle memory. It makes an auto-response possible in the midst of unexpected and extraordinary circumstances and, thereby, creates a vital moment-space to think.
When have you gone into a tailspin? What have you done to recover from a surprise nosedive, a crisis that came from nowhere and hit you out of left field? What can you do to help others caught in free fall?
'Don't be still. One of the most common mistakes when change is upon us is to take enormous amounts to time to run analysis and come up with various routes to be followed. Sitting still in moving waters will only lead to a ship becoming adrift, with no indication of where it will end up or whether it will sink. If adjusting the course is needed, the leader should do it quickly and without hesitation.' (Raluca Cristescu)
The start of this new year has felt like a very rough ride for some people. I’ve been working alongside humanitarian disaster management experts in and from a wide range of countries, trying to make a difference for those who are poorest and most vulnerable in the world. In some places, wave after wave of devastating impacts have hit hard and fast, ranging from drought, crop failure and swarms of locusts to military conflict and deep civil unrest – all with the ongoing Covid-19 crisis overlaid on top.
A close friend in the Philippines spent today with her children, praying earnestly and wrapping what few possessions they have in plastic bags in preparation for the roof of their fragile boarding house being torn off by an impending typhoon. Others I’ve been supporting have been grafting long hours, trying to help people and communities recover from the effects of war. The power fluctuates on and off, as does the wifi signal, making online communication difficult – yet I, we, they, persevere.
My first direct experience of disaster response was some years ago during the Kosovo crisis. I travelled with a team across Spain, France, Italy and Albania to take emergency logistical supplies to refugee camps on the frontline border with Serbia. Our vehicles were fitted with spare tyres, satellite communications equipment and ballistic blankets in case we drove over land mines. I remember vividly the ‘No weapons on board’ symbols on our windows – signalling, I hoped, ‘Please don’t shoot us.’
We encountered challenge-after-challenge on route. At times, it felt as if everything was against us. As military helicopters flew overhead in impressive formation, we meanwhile were often stuck firmly on the ground, mired in red tape or the insidious effects of blatant corruption. It was a rapid learning experience for me, seeing how my seasoned disaster response colleagues handled this. It was my first exposure to adaptive leadership in a crisis too – out in the field, not inside an organisation.
It went something like this: 1. Hold tightly to your goals and values but loosely to your plans. If you expect everything to go smoothly, you will get disheartened and frustrated. 2. Treat every roadblock as a new reality. It’s not the end of the road, it’s another challenge to navigate. 3. Think quickly and tactically. Lateral thinking will prove more useful than strategic planning. 4. When faced with an obstacle, take a decision and act. Don't stop, keep moving. 5. Pray – God can do more than you can do.
This kind of activist-pragmatist outlook, behaviour and stance draws on and develops creativity, innovation, resourcefulness and resilience. It’s a way in which the poorest and most vulnerable people and communities learn to survive and thrive too. When a life situation is too painful, turbulent or dynamically-complex to understand, predict or control, a focus on the here-and-now can be the most meaningful choice. Even small steps can engender and evoke a real sense of agency, hope and change.
My work now includes coaching, mentoring, facilitating and training of humanitarian field workers in action learning: a here-and-now, real-time methodology to stimulate adaptive leadership and learning in the midst of action. It’s an experimental pilot initiative with a global network of humanitarian non-governmental organisations (NGOs) and a team of action learning specialists. When have you developed or used adaptive leadership in a crisis? How did you do it? What difference did it make?
I'm a psychological coach, trainer and OD consultant. Curious to discover how can I help you? Get in touch!
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