The market settles what meetings can't. Measure what people do, not what they say, and decide on evidence before you scale.
The market settles what meetings can't. Measure what people do, not what they say, and decide on evidence before you scale.
Hopkins: "Almost any question can be answered, cheaply, quickly and finally, by a test campaign. And that's the way to answer them — not by arguments around a table." Ogilvy: "Never stop testing, and your advertising will never stop improving." (Confessions) Lasker trusted Hopkins's coupon-keyed, sales-tested copy but mocked survey research, reportedly saying it "tells you that a jackass has two ears." The lesson: measure behavior, not opinion. Jobs on the same point: "You can't just ask customers what they want and then try to give that to them." (Inc., 1989)
