Every experimentation programme has the same quiet problem. The best ideas for what to test next do not appear when someone opens a planning tool and stares at a blank hypothesis field. They appear in the middle of a product review when someone says “we should test that.” They appear in sprint planning when a […]
A year ago, we changed our name from Effective Experiments to Efestra. At the time, I wrote that it was not just a name change. It was the beginning of a fundamental rethink of what we were building, who we were building it for, and how we believed experimentation governance should work.
Today, that rethink is complete. This post is about what changed, what we held onto, and what Efestra looks like now.
After nearly a decade of working with hundreds of experimentation programs across global enterprises, we’re excited to announce our evolution from Effective Experiments to Efestra.
This isn’t just a rebrand. It’s a fundamental shift that reflects what we’ve learned about what organizations truly need to make experimentation work at scale.
