Why do promising agricultural technologies perform well in trials but fail to scale in practice? The challenge is often not technical performance alone, but the social, economic, and institutional context in which innovations are embedded. Across Kenya and Ethiopia, Gender-Transformative Socio-Technical Innovation Bundles (GTSTIBs) are being integrated with On-Farm Experimentation (OFE) to shift the focus from “Does it work?” to “Who benefits, under what conditions, and why?” This reframing positions OFE not just as a testing method, but as a pathway toward more equitable innovation systems.