The Time to Take Risks is Now

Over the past few months, (like most), I've spent many hours considering the best way to use our time during COVID.

As time has passed, it's become obvious that testing, learning, and growth are accelerated across every industry. Much of the current dialogue frames big business as having the advantage, but in my opinion, this is a huge opportunity for little guys like ourselves. Efficient learning and speed to market are not to be underestimated, especially when the ground shifts below our feet daily.

At Cheeky, we’ve been in learning overdrive since last month's launch. We’ve been optimizing our paid social, creating contextual content speaking to very specific consumers, trialing ways-of-working with our bartender affiliates, and piloting dozens of non-scalable customizations to see what creates the best customer experience.

One question we’ve been asking is which product attributes and what tone resonates best with our consumers. Big brands may have all of this defined pre-launch, but as a startup, we want the customer to help us refine our product to meet their actual needs, not simply what's shown in the data.

So, we’re testing a range of new creative, like the above. If it works, we'll build it into our DNA, and if it doesn't, we'll crumple it up or file it away and test again...and again...and again.

In this time, learning is CHEAP, and memories are short. If there is a moment to take risks, the time is now.