Generally, one of the mistakes I’ve seen people make is A/B testing subtle changes in messaging and using these test results to drive decision-making. For example, before Nike was known to the world, I doubt “Just do it” would have performed well in an A/B test or focus group. But the reason “Just do it” is so well-known and successful is the consistency with which it’s been used and the strong brand underpinning the messaging. Rather than spending time sweating these small changes in direction, ...Read More
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