In almost twenty years online, I’ve realized one thing: every achievement starts with an experiment. My first experience came back in 2007, when I was still in school and built a website for my school named after A. S. Popov. It was a pure experiment — my first code, my first attempt to put knowledge into practice. The result turned out to be bigger than expected: recognition from teachers, three automatic exam passes, and a taste for IT that shaped my entire path. That was the moment I understood for the first time: an experiment opens doors that might otherwise stay shut.
Then came experiment after experiment. In 2008, I dove into the world of CMS and SEO, taking on my first projects without always knowing exactly how I would deliver. By 2009, I was building websites and business cards for local companies, testing how ready the market was to pay for digital services. By 2010, freelancing had already become a steady source of income, and it was those quick trials — “will it work or not” — that helped me shape the process and build a client base. The real experiment was in moving fast and learning from feedback, instead of waiting for a perfect result.
The map of experiments: from studio to offline
2012 was a turning point. I built a team and turned the stream of orders into a full-fledged studio that delivered over 500 projects in three years. That scale also started with an experiment: could I delegate tasks and organize people better than doing everything alone? The risk was high — salaries, responsibility, new processes — but the experiment worked. The team grew to thirty people, and the studio completed dozens of e-commerce and branding projects.
The following years proved that every new stage is a bet on a hypothesis. In 2016, I moved away from services to focus on my own products. From 2017 to 2020, I tested CRM systems, marketing, and process automation. Some hypotheses failed, others multiplied profits. Experiments turned into a system: define a hypothesis → set limits on budget and time → check the result → capture the lesson. Step by step, experience piled up, turning mistakes into capital.
Another layer of experience came offline. In 2021, I tried launching a household chemicals production and even opened a real estate agency in Phuket. It was a risky experiment — stepping out of the familiar digital space into the physical sector. The outcome was clear: offline demands a different pace and a deeper level of management. The factory and the agency became a school of discipline and responsibility. And when I sold my shares and exited offline in 2023, the lessons from those experiments stayed with me and strengthened all of my online projects.
How to lock in successful discoveries and scale the result
An experiment only has value when its result turns into a process. I first applied this principle back in 2012, when the studio turned successful practices into checklists and regulations so the team could repeat the outcome. I use the same approach today in e-commerce and AI. For example, in 2024–2025 I tested marketplace integrations and content flow automation through artificial intelligence. Successful trials were immediately locked into the system: algorithm, guideline, implementation. As a result, experiments became an engine that not only generates new ideas but also transforms them into working processes.
The secret is simple: failure should be cheap, and success should be repeatable. If an experiment fails, it’s an investment in understanding. If it succeeds, it becomes a foundation for growth. That’s exactly how in 2022 I managed to reach thousands of sales in e-commerce: dozens of small hypotheses on advertising, product range, and logistics turned into stable rules that drove revenue. The same approach works in AI projects: hundreds of micro-experiments give rise to systems that can then scale to an international level.
