George Chang — Senior Director, Digital Experience & Technology Corporate Marketing, Hexagon AB
Published:
A failed test gives you just as much insight as a successful test, right? The success in driving this culture of testing isn’t dictated by how many tests you get right, like how many times your hypothesis was proven right, but really how many good quality tests that you’re actually able to run, because with every test you learn something.
What does George Chang say on The Agile Brand with Greg Kihlström?
George Chang, Senior Director, Digital Experience & Technology Corporate Marketing, Hexagon AB, says: In this episode George Chang, Senior Director of Digital Experience & Technology Corporate Marketing at Hexagon AB, describes how enterprise marketing can move from HiPPO-driven decisions to a program of continuous optimization. He discusses making CRO strategic, democratizing testing through integrated CMS tools, using objective data to arbitrate decisions, and reframing failed tests as valuable learning. The conversation focuses on culture, process, and technology needed to scale experimentation across organizations.
From: The Agile Brand with Greg Kihlström
Cite as: George Chang. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/george-chang-a-failed-test-gives-you-just-as-much-insight-as-a-successful