The Day Of the Great Idea
Posted by Josh Klein
Steve discussed some smart thoughts about the usefulness of data and proof, but I don’t think it’s the whole story.
Spending time perfecting metrics and building models from past data is a great way to succeed within the box. By it’s nature, data analysis will lead you to doing the best thing for the past situation under which the data was generated.
This isn’t a bad way to start new things. It will undoubtedly lead to more successes than great ideas that don’t have a set of historical data.
But the scale of your successes, and the degree of innovation, will be greater if you build metrics to measure the data you generate yourself.
For big organizations that have a lot to lose, measure and tread carefully (maybe). For the rest of us, don’t worry so much about whether you have the proof yet.
Spend more time making the data than analyzing it. Follow history too closely and you’ll start thinking the future looks the same.
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2 Responses
Josh - I agree with you. There are sometimes ideas so new and fresh that there isn’t any data to support it one way or another. Which is fine. However, part of your job while working at an agency is to sell your ideas to your clients (Ernie, who I referenced in my post, is a good example of one of those clients).
If you come in with a great idea with no proof, and your competitor comes in with a good idea and reams of proof, 9 times out of 10 you’ll be going back to your agency without a client.
If you can find a way to come up with the “big idea” AND have proof, then’ll you’ll be unstoppable.
Thanks Steve, you’re spot on. As an agency, there is no such thing as too much evidence when selling your idea to the client.
I just worry that the little guy brewing up new ideas for himself in the garage will try to emulate the agency model. He should spend all his time brewing.