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Forget the lab coat, the Petri dish, and all those hazardous chemicals. Innovators can experiment everywhere, everyday, with whatever materials they have at hand. In this chapter, authors Jeff Dyer, Hal Gregerson, and Clayton Christensen discuss the many forms experimenting can take, from hands-on tinkering to hypothetical musings, and narrow them down to three styles for approaching the process yourself. The best part of this discovery skill is that failure is not an option! Any experiment produces feedback that can lead to today's discovery or be stored for a future innovation. This chapter is filled with stories about the experimental beginnings of companies like Amazon, Dell, and IKEA, plus quantitative data that support the direct link between experimentation and innovation. Taking you from the toy box to the junkyard, this chapter concludes with simple, fun activities that will help you develop the experimental mind-set of an innovator. This chapter was originally published as Chapter 6 of ‘The Innovator's DNA: Mastering the Five Skills of Disruptive Innovators.’ This chapter is excerpted from ‘The Innovator's DNA: Mastering the Five Skills of Disruptive Innovators'.