We built a full experimentation methodology from the ground up: a process for identifying the assumptions behind any new idea, a way to prioritize which assumptions to test first based on risk and uncertainty, and a structured library of testing methods suited to different situations, from simple customer conversations to live market simulations. We documented the complete approach in a detailed playbook designed to become Repsol’s own. To put it into practice, we trained the first cohort of cross-divisional innovation champions, equipping them to apply it and to train the rest of the organization in turn.
