'Testing is your coach, not your judge'. Erica is talking our language. We deliver back insight every day to clients and we're always clear that it is data to improve effectiveness of thinking, not to let an idea live or die.
Here I go writing something again ?? So much passion went into this piece. We've all seen too many amazing, breakthrough ideas fall through the cracks due to testing results coming back less than "favorable". But testing shouldn't just be about diagnosing, it should be about optimizing and expanding. It shouldn't be about what the judge and jury say, it should be about what collaborators (our consumers) think. Thankful for amazing partners like One Minute to Midnight who live and breath this approach everyday and support impactful creative and Curiosity for just being a kick-ass place to work and grow ?? Anyways. Enjoy. https://lnkd.in/e5uSJ6Ck
