The Golden Gut Exists

Why Don Draper Shouldn’t Be Your Ad Guy – Forbes: “As appealing as Don Draper’s (and your in-house guru’s) perfect instincts are, they are indeed fiction. Even experts often fail to correctly predict which ad will perform better than other ads. Chris Goward, founder & CEO of WiderFunnel and author of You Should Test That notes, ‘In every presentation I give to marketers, I ask them to vote on which test variation won. Remember, these are the cream of the crop of digital marketers. In most cases, their gut intuition is wrong.”

I would disagree with this.

As would Steve Jobs… sometimes you get what you pay for and you get a passionate person who knows that if you asked enough people what they wanted in a car, you would have gotten “faster horses” as a response.

There’s room for testing but don’t forget the innovators and the crazy ones.

We love data and testing. But we love guts, intuition, the liberal arts and humanity even more.

“The people who think they are crazy enough to change the world are the ones that do.”

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