Four years ago, Grace Miller joined Diary of a CEO when it had 100,000 followers. She left the Gold Coast, took a role most of us haven’t ever heard of, and started building something Steven Bartlett considered so critical he created the role specifically for it. Today the podcast has nearly 16 million followers, over a billion YouTube views, and multi-million-dollar revenue streams. Grace’s title: Head of Failure and Experimentation.

In this episode of REV UP Rebellion, Grace sits down with Abbie White in front of a live audience of revenue leaders to unpack how businesses can learn from FlightStory’s approach to failure and experimentation.

This episode is NOT about starting a podcast! It’s about what revenue leaders can take from one of the fastest-growing media businesses on the planet, and how to apply that same experimentation edge to drive real commercial growth.

Most revenue leaders experiment to some degree, but FlightStory has built it into its DNA, even looking for these attributes in a hiring culture test. The team has achieved unparalleled growth by out-failing the competition.

Grace also shares how FlightStory is currently experimenting with AI, the internal AI competition that fast-tracked their progress, and the growth opportunities Grace has her eye on.

What’s covered in this episode:

• 90% of experiments at Diary of a CEO either fail or come back inconclusive — find out why Grace still considers that a win
• How Grace and the Diary of a CEO team get the entire organisation consistently experimenting
• Why Steven Bartlett calls Head of Failure and Experimentation one of the most critical roles in the business
• How FlightStory is experimenting with AI right now and what their results revealed
• How to come back from a failed experiment without loss of morale
• What separates a good experiment from a wasted one
• The culture standard Grace holds her team to: it’s not acceptable to NOT try something new
• What would actually surprise you most about working with Steven Bartlett!

(00:00:45) How Failing and Experimenting Can Result in $9M in Pipeline (Plus, How We Got Grace on Our Podcast!)

(00:04:33) Process is Overrated: Why Breaking Process Unlocks Growth

(00:06:35) What ‘Head of Failure’ Actually Means Day to Day

(00:07:41) How Much of Your Team’s Time Should Be Spent Experimenting

(00:13:27) What Separates a Good Experiment from a Waste of Time

(00:18:50) The Culture Mechanics that Make Experimentation Stick Across the Whole Organisation

(00:25:05) How FlightStory Is Experimenting with AI Right Now

(00:39:42) How to Build a Failure and Experimentation Culture Inside a Risk-Averse Organisation

Connect with Grace:https://www.linkedin.com/in/grace-miller-linked-in/

Connect with us:

• Be an Insider and receive our inside track: ⁠https://tinyurl.com/be-an-insider-now/
• Check out our REV UP FY27 Program: ⁠https://tinyurl.com/REVUPSystem/
• Join the REVenue Leaders executive community: https://tinyurl.com/REVenueLeaders/
• Follow Abbie for the behind-the-scenes journey: ⁠https://tinyurl.com/Follow-Abbie-on-LinkedIn/
• The Growth Paradox keynote and workshop enquiries: ⁠https://abbie-white.com/