2020 Hypothesis: Businesses That Experiment, Will Win
One hypothesis that we’re bullish about for the next decade is that “best guesses” will fail more often then data-based decisions.
Brands that test and iterate on their ideas — and use the resulting data to inform their decisions — will win.
Optimizely CMO, Carl Tsukahara, recently discussed the adoption of experimentation as a business strategy and best practice with B2B marketing industry veteran, Drew Neisser, on Drew’s renowned podcast, Renegade Marketers Unite. The two explore the role test-and-learn has played in the success of household names Amazon and Netflix, and how embracing an iterative mentality avoids “innovation fog” by allowing brands to seize new opportunities while avoiding wrong decisions.
https://renegade.com/resources-story-hub/podcasts/podcast/169-small-tests-giant-leaps/
As for our 2020 hypothesis? With a decade of experience helping thousands of customers, including 25% of the Fortune 100, experimentation is the competitive edge to grow businesses, and the data speaks for itself.
