Chapter 11
Test Your Hypotheses
In every block of marble I see a statue as plain as though it stood before me, shaped and perfect in attitude and action. I have only to hew away the rough walls that imprison the lovely apparition to reveal it to the other eyes as mine see it.
—Michelangelo
This book has already presented you with lots of ideas to improve your marketing. As you’ve read through the chapters, you’ve probably recognized problems affecting your own company’s communications.
You may be tempted to make changes immediately without testing them. “Some of these things obviously need to change,” you’ll tell yourself. You may be right.
Or not.
If you take anything away from this book, I hope it’s an understanding of the importance of ...
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