in Agile

Marketing Experimentation

Last year I hacked away at an article about the need for a greater degree of experimentation in marketing organizations, but it never really seemed to gel quite right, and eventually I abandoned it. I’m happy to see that Joseph Jaffe completed the task in Manifesto for Experimentation. Successful executives I’ve seen already embrace this attitude when they become comfortable with tolerating risk, but it doesn’t commonly spread through organizations.