Around 2007, Matty Wishnow had a revelation about decision-making: most decisions businesses make—whether it’s a marketing plan, a design brief, or a feature on a product roadmap—are “really a bunch of hypotheses masquerading as priorities.” He realized that most businesses didn’t really employ data or testing to drive their decisions.
“It was almost just like something that somebody had to check off on a checklist, all the analysis was postmortem; everything was still driven by gut,” Matty told me.
This epiphany drove him to start a digital agency called Clearhead. Today, some of Clearhead’s clients include Adidas, Fresh Direct, Blu Dot, Sephora, Keurig, and Patagonia.
I spoke with Matty and Brian at Clearhead, about how they approach client engagements, how they’ve seen the optimization landscape change over the years, and advice for agencies starting to offer optimization.