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Honing Your Testing Culture — Interview with Owen Larkin, Co-Founder and CEO of Lowground Records

“At the end of the day, if the CMO says ‘No, we are running this test,’ and the entire chain of people who have to work on that think it’s silly, no one is going to care about the next test — it’s going to break down the process.”

Establishing a culture of experimentation in a company is filled with difficulty at every level, as you’re trying to find cohesion between many moving parts. Owen Larkin, Co-Founder and CEO of Lowground Records, discusses how he tackles this kind of problem for the clients he has consulted and how these experiences have percolated into a strong testing methodology that he can morph into any situation, including at Lowground Records. One key takeaways is that companies should ensure that there are no distinct silos in a testing team — everyone needs to be connected and working together in order to see how their work truly impacts the business. One remedy that he suggests is appointing a person who can speak each team’s language to unify these seemingly disparate teams.

To hear more of Owen’s experiences and advice, listen to our podcast below.


About Owen Larkin

Owen Larkin is Co-Founder and CEO of Lowground Records, a digitally-integrated music business built on a direct connection between musicians and their fans. Owen has extensive experience helping startups and established companies launch new products and services, with a focus on building knowledge and teams based a

round the intersection of tech, marketing and analytics. He has an MBA from the University of Virginia, where he focused on Entrepreneurship and Corporate Innovation.