Update why-this-way.md (#10804)

Adding marketing experimentation guidelines to handbook

# Checklist for submitter

If some of the following don't apply, delete the relevant line.

- [ ] Changes file added for user-visible changes in `changes/` or
`orbit/changes/`.
See [Changes
files](https://fleetdm.com/docs/contributing/committing-changes#changes-files)
for more information.
- [ ] Documented any API changes (docs/Using-Fleet/REST-API.md or
docs/Contributing/API-for-contributors.md)
- [ ] Documented any permissions changes
- [ ] Input data is properly validated, `SELECT *` is avoided, SQL
injection is prevented (using placeholders for values in statements)
- [ ] Added support on fleet's osquery simulator `cmd/osquery-perf` for
new osquery data ingestion features.
- [ ] Added/updated tests
- [ ] Manual QA for all new/changed functionality
  - For Orbit and Fleet Desktop changes:
- [ ] Manual QA must be performed in the three main OSs, macOS, Windows
and Linux.
- [ ] Auto-update manual QA, from released version of component to new
version (see [tools/tuf/test](../tools/tuf/test/README.md)).

---------

Co-authored-by: Mike McNeil <mikermcneil@users.noreply.github.com>

handbook/company/why-this-way.md

@@ -100,6 +100,8 @@ Here's why Fleet uses a wireframe-first approach:
 - Wireframes created to describe individual changes are disposable and may have slight stylistic inconsistencies.  Fleet's user interface styleguide in Figma is the source of truth for overarching design decisions like spacing, typography, and colors.
 - While the "wireframe first" practice is [still sometimes misunderstood](https://about.gitlab.com/handbook/product-development-flow/#but-wait-isnt-this-waterfall), today many modern high-performing teams now use a [wireframe-first methodology](https://speakerdeck.com/mikermcneil/i-love-apis), including [startups](https://www.forbes.com/sites/danwoods/2015/10/19/dont-get-ubered-apis-hold-key-to-digital-transformation/?sh=50112fea182c#:~:text=One%20recommendation%20that,deep%20experience) and [publicly-traded companies](https://about.gitlab.com/handbook/product-development-flow/#validation-phase-3-design).
 
+_The only exception to the wireframe-first policy is for temporary pages and experiments not listed in the navigation or sitemap, and which are housed behind /landing ☁️🪟. You can read more about marketing's [experimentation process](https://fleetdm.com/handbook/marketing#experimentation)._
+
 > Got a question about creating wireframes or the drafting process?  Mention Noah Talerman or Luke Heath in `#help-product`.
 
 

handbook/marketing/README.md

@@ -473,6 +473,21 @@ We hold regular design review sessions to evaluate, revise, and approve wirefram
 
 Design review sessions are hosted by [Mike Thomas](https://calendar.google.com/calendar/u/0?cid=bXRob21hc0BmbGVldGRtLmNvbQ) and typically take place daily, late afternoon (CST). Anyone is welcome to join.   
 
+#### Experimentation
+
+In order for marketing to iterate rapidly we have created a process of experimentation. This will allow a small group of marketers to draft, review and publish a page or a flyer or an experiment without getting a series of approvals. Experiments should be short-lived, temporary things intended for a small audience. When an experiment succeeds it should immediately be turned into a part of Fleet'd rituals and then go through the proper wireframe-first approach. 
+
+Website experiments and landing pages should live behind `/imagine` url. Which is hidden from the sitemap and intended to be linked to from ads and marketing campaigns. Design experiments (flyers, swag, etc.) should be limited to small audiences (less than 500 people) to avoid damaging the brand or confusing our customers. In general, experiments that are of a design nature should be targeted at prospects and random users, never targeted at our customers.
+
+Some examples of experiments that would qualify to get a rapid approach:
+- A flyer for a meetup "Free shirt to the person who can solve this riddle!"
+- A landing page for a movie screening presented by Fleet
+- A landing page for a private event
+- A landing page for an ad campaign that is running for 4 weeks.
+- An A/B test on product positioning
+- A giveaway page for a conference
+- Table-top signage for a conference booth or meetup
+
 #### Estimation sessions
 
 We use estimation sessions to estimate the effort required to complete a prioritized task.