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When we think about experiments, the advantages of
continuous, adaptive experimentation is one that it
forces you to measure.
Unless you specify what are my objective, and unless you
measure it, you don't really have an experiment.
So it imposes a major discipline on measurement.
Two, it provides you, primarily, incentive for
experimentation.
There is no sense wasting time in experimentation if you're
going to make minor changes.
I'll take my current advertising, and change in one
area, I'll go 10% more and 10% less.
In terms of dollars, you're wasting your money and time.
What you want to do is you want to come with big,
innovative initiative to experiment.
You want major message one versus another one.
You want to go with the fear appeal versus a comparative
advertising, for example.
You're trying to go with major different portfolios of media
as opposed to, I'll go a little more on TV or a little
less on TV.
So the idea is really encourage your
experimentation.
Three and most important, the minute you engage in
experimentation, you realize not all experiments
are going to work.
And the minute you realize not all experiments are going to
work, you are accepting failure.
You realize that it's OK.
You give everyone in the company the green light and
say, it's OK to fail.
The question is, what do we learn from the failure?
And companies who do not have the the culture that says it's
OK to fail, they'll never succeed.