Incorporate Experimentation and Evidence-Based Management
Evidence-Based Management (EBM) helps organizations work toward their goals in a complex environment. It focuses on measurable outcomes and desirable things that a customer or user of a product wants and experiences. EBM applies an empirical approach and serves as a foundation for Scrum Teams and organizations as they explore and improve their offerings based on customer and user needs.
![EBM KVAs](https://scrumorg-website-prod.s3.amazonaws.com/drupal/inline-images/2023-08/screenshot_2023-08-25_at_11.02.43_am.png)
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By understanding its customers and users, a Scrum Team can identify opportunities, be more innovative and create products that people need and use. Here are different techniques ways to do this.