Experiment is from mid-14c., "action of observing or testing; an observation, test, or trial;" also "piece of evidence or empirical proof; feat of magic or sorcery," from Old French esperment "practical knowledge, cunning; enchantment, magic spell; trial, proof, example; lesson, sign, indication," from Latin experimentum "a trial, test, proof, experiment," noun of action from experiri "to try, test," from ex- "out of" (see ex-) + peritus "experienced, tested."
People and teams need time and space to create and to make mistakes. A/B tests, for example. Companies need an attitude of experimentation to move forward with products, services, etc. The best ideas emerge when teams have the flexibility to experiment. Become risk tolerant and experiment. With emerging tech it is important to test ideas to create masterpieces.
Imagination, experiment with concepts, magical spaces