The excitement of a startup company is in its experimentation. The procedures have not been set in stone, there aren’t multiple departments who have to approve experiments, technical challenges of executing new ideas on a small scale may be onerous. In a startup, though, experimentation is all there is. Everyone’s coming in with an open mind, no biases and assumptions to overcome, and data is the only thing that drives decisions and results. You fail often, and small, and quickly learn from these failures.