The marketing hypothesis — Kelford Labs Daily
What will work?
“A good strategy is, in the end, a hypothesis about what will work. Not a wild theory, but an educated judgment.”
— Richard P. Rumelt, Good Strategy/Bad Strategy
What do we do with a hypothesis?
Well, we test it.
That’s what marketing comes down to: Creating a position based on what we know about our ideal customers.
And then creating messages that reinforce and demonstrate that position, that value, at a distance.
But since our messages must cross space and time, must be converted from nonverbal thought into language and then back again, some things might get lost.
Some impact might get muted.
Some idea might be missed.
Which means we must experiment. We must test. We must try.
Not wildly, not randomly. But carefully. Thoughtfully.
And patiently.
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