I was fortunate in my working life to spend 10 years at Citibank and American Express.
Both of these companies used direct marketing extensively.
This was a discipline that placed a premium on testing new approaches, measuring the results and comparing these results to the ‘control’ (A/B tests).
We tried to make these tests as scientific as possible so that we could see what was working and what was not.
This practice of testing everything then became second nature to me.
It has helped me to live a more creative life.
Because sensible testing enables you to:
– Try new things
– Take risks
– Progress a project
– Improve your productivity
– Build a more innovative team, group and culture.
– Enhance the creative process (as an idea goes from a someone’s imagination to a practical reality).
– Constantly want to improve and
– Be more open to new ideas and possibilities
I have now extended the idea of testing to all parts of my life (ok not my marriage) and my own business. For example, perhaps there is a new way to email a customer or try a new approach via twitter or offer an incentive to have my invoices paid quicker.
With a testing individual and group or team mindset, anything is possible.
In fact, I often challenge leaders with the question, what are you testing this week?
It does not have to be big but lots of small, fast, simple tests can enhance your brand, business and your life.