HOME Forums The Six Disciplines of Agile Marketing book Feedback from Micheleigh Perez

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  • #2687
    Jim Ewel
    Keymaster

    Brass tacks

    What do we need to do to bake experimentation and validated learning into marketing? (assuming zero experience in testing/empiricism–I’d read a book on just this topic alone)

    How can we be less campaign-focused?

    You’re the best!

    Micheleigh

    #2707
    Jim Ewel
    Keymaster

    Micheleigh,

    Thanks for the feedback and the kind words.

    I spend two chapters on your first topic. One chapter is more process-focused: how to do validated learning and why it’s so important. And the second is more mindset-focused, how can we convince people to take a continuous improvement approach rather than a one-and-done approach. I call this second chapter, the shift from a campaign-based approach to one of continuous improvement. So that’s my attempt to answer your second concern.

    Take care,

    Jim

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