Feeling the pulse — Kelford Labs Daily
By expecting failure.
measure
39 posts
The DEW Test — Kelford Labs Daily
The test before the change.
Wishful Advertising Thinking — Kelford Labs Daily
Ads work once things are working.
Kelford Labs Daily: Is it already working?
Assessing your marketing before you see results.
Kelford Labs Daily: The numbers you’re looking for
What went up, what went down
Daily Lab: How to measure success
Write it down right now
Daily Lab: Is your new strategy working?
How to tell before you see results.
Daily Lab: Before you can measure, you must make
Sometimes, we’ve got to create the information we want to measure.
Are you DEWing it?
Your marketing needs a “do not pass go” strategy. You need an order of operations to know what to check, and in what order, to make sure you’re doing the right things.
Your marketing won’t work
Your marketing isn’t going to work. At least, not at first. It’s something I call “The Principle of Expected Failure”.
The future isn’t real
When we think about “the future” of our business or our marketing, we’re not considering real events. We’re imagining what might happen. No matter how skilled we may be at marketing, our vision of the future is quite literally a figment of our imagination.
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