Learn directly from Lucia van den Brink

I built my first webshop at 11 and never stopped. Now I run The Initial, helping $100M+ ecommerce and product teams build experimentation programs they actually own.

I've personally run 1,000+ experiments impacting 75M+ visitors globally, teach at CXL, and have worked with British Airways, Semrush, and Independer. I co-founded Women in Experimentation because I kept seeing talented women doing exceptional work and staying unknown.

Building a personal brand felt uncomfortable to me too — until I realised staying invisible was the more expensive option.