Working with what's known

Much of what we do as marketers is to work from what we know.

When we begin, much of what we have is merely hypothesis. A series of questions we pose for our audiences to then answer.

We need to take each question, hold it up to the light, test it in a range of conditions until we can gather enough information to derive some level of truth. We start to expand what is known.

Sometimes we forget this. When we view them in isolation, our marketing campaigns can seem like nothing more than failed experiments.

It’s only when you view them side by side, in relationship to one another and how each informs the next, that you can start to see your strategic trajectory take form.

Sometimes we all need a reminder of just how far we’ve come.