ADAPT OR DIE: HOW TO SURVIVE IN A WORLD OF CONSTANT CHANGE

Why do some companies win while others disappear, even with the same products? André Morys, founder and CEO of the agency konversionsKRAFT, has worked with a couple of hundred companies over 25 years and sees one dividing line. Traditional companies decide by experience and hierarchy, digital natives by data and experiments. Opening with an A/B test on the audience, he shows why the second group grows faster.

You'll learn why BMW in Australia got nearly 30 % more test-drive bookings without its campaign homepage, and how Booking.com pushed HRS, Germany's long-time leader, out of the market in three years. André explains why the choice of metric decides an A/B test, and uses Amazon and Tesla to show experimentation with whole products. He closes with the three ingredients of fast-growing companies and advice on where cultural change has to start.