The question is: how does any of that translate into more revenue? If you try more ideas and they mostly go nowhere that's not necessarily helpful to the bottom line.
Not all experiments work out. If we find the right approach faster we can finish the project faster. Some projects are mostly fixed price or offer bonuses for reaching milestones in a certain time. Meaning we more often get a bonus and can take more projects. Also we can take projects with tighter deadlines that we would need to decline otherwise.
Yep. Hard to see why this increases revenue or profitability
https://en.wikipedia.org/wiki/OODA_loop
speed of iteration is more important than quality of iteration; high iteration speed lowers the cost of failure and compounds improvements