Have a "lab" as early as possible in your company. It serves as a great whetstone.
Have betas live there.
Betas are not necessarily only products, they can be processes, business models, etc.
Labs give you the ability to test, and fail quicker without risking core business / brand fundamentals.
Labs is a great place to test new hires and possible collaborations.
Each experiment should also be a marketing opportunity.
Make the kitchen diverse (you'd be surprised what a blockchain dev + architect + psychologist can come up with).
Allow participants to own a part of what is created based using a dynamic input equity model - eg. dynamic equity - http://bit.ly/2x7kFJ