Chapter 9

Optimize for Distraction

It was impossible to get a conversation going, everybody was talking too much.

—Yogi Berra

Steve Jobs built Apple into a $30 billion company with fewer than 30 major products. He was a master of focus.

He once said, “People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I’m actually as proud of many of the things we haven’t done as the things we have done.”

In my early career as a campaign planner in ad agencies, I developed hundreds of creative briefs, some of which went on to produce award-winning ads. To me, the most important part of those briefs was what ...

Get You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.