Hallmark 2: Experiments, Not Missions

Are you right all the time? Me, either.

The truth is that most of the decisions we make are experiments—we just don’t like to admit it. With agile marketing, we not only admit it, we shout it from the rooftops. We assume that we don’t know the answer and that we must run an experiment so that our customers can show us the right path. When you start doing that over and over again, it’s amazing how smart you look.

What you can learn from Google, NEXT.