Trial-and-Error Trumps Absolute Certainty

An iterative approach can help drive success

If you've ever been involved in a successful startup — or even in the development and launch of a new product — you're probably familiar with the iterative process through which ideas are born and brought to fruition. However, in a lot of mainstream organizations throughout America, there are still a fair number of folks who believe firmly that there is only one "right" way to do something.

Here's a great clip from economics writer Tim Harford on the role of "Trial & Error" in the development of successful products.

Now, having weathered several successful startups, as well as having been a consultant for a number of years, I'm a big fan of trial-and-error, because it works. In science, it's often referred to as the Edisonian approach. In marketing, the same applies, especially given the complexities of today's marketing arsenal. Of course, I certainly don't mean to discount the value of experience, but it still really boils down to the traditional marketing planning outline: establishing goals; evaluating the market, your company, your product, and your competitors; reviewing strategic options and recommending a strategy; tactical implementation of your plan; and — perhaps most importantly — assessing the effectiveness of your implemented plan, and making any necessary changes. This last part is where many companies get tripped-up.

Whether you're developing a brand or a product; launching a promotional campaign; or managing a set of established products, there is a real temptation to fall-back on what you already know. And while that's not necessarily a bad thing, it tends to lock-out different viewpoints and approaches. I especially see this in newer startups and early-stage companies, where actual operational experience might not be in abundance. And the internet has actually exacerbated things, by providing easy access to all kinds of "expertise," just waiting to be cut-and-pasted into a Powerpoint deck or executive summary. The biproduct is often a sense of self-assuredness that can result in unnecessary expenditures and a whole lot of wheel-spinning.

Recognizing that you don't know everything there is to know is the first step toward life-longlearning. Being willing to try new things can be a real eye-opener, and can be the difference between success and failure. Using a systematic, methodical approach to problem-solving and fine-tuning — whether it be for a product or a promotion — can reveal aspects that might not otherwise be obvious and underscores the notion that there is no "single" solution for a given problem... only one of many. And the one you haven't yet thought of might well be much better than the one of which you were absolutely certain!

Got a tip you'd like to share, or maybe a question about any of the ideas presented here? Feel free to drop me a line at david.orban@oydesign.com.

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