This is one of my favorite phases. I use it when somebody says, “that would never work.”
If you don’t have documented proof that “this action will cause this result,” it’s just an assumption.
Will streaking the Rose Bowl with your firm’s name painted on your butt drive your sales up 20%? I don’t know and you don’t know. There is only one way to find out.
For years, people in my firm said, “print advertising doesn’t work for our business.” Ok, I said. Let’s test that assumption. If we spend a few thousand to find out print ads don’t work, that’s the best money we’ve ever spent. And several thousand dollars later, guess what I learned. Print advertising does not work for our business. It was money well spent.
People told me, “high-level clients won’t take your cold call.” OK. After one call, guess what I found. They would take my call.
See, you don’t know anything until you test it.
Key Takeaway: If you have a great idea, test it. If it works, keep doing it. If it doesn’t, for the love of God, stop doing it.
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