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The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

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Chapter 47. Don’t let testing override judgment

Companies love to test things to death. Why? Probably for several reasons. It seems like the smart, responsible, logical, M.B.A. sort of thing to do. Another common reason is a lack of confidence by marketing managers. Especially when their career began in some area other than marketing, research can serve as a safety net. Also, companies consist of multiple levels of management. Senior management, not close to lower-level decision making, isn’t fond of hearing that the troops in the trenches are making decisions based on intuition.

Nope, they need to generate research and analyses. They need to cautiously pursue the lowest-risk option. They certainly don’t want to jeopardize their jobs by shooting ...

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