Agile Marketing

The Hallmarks of Agile Marketing

What Happens After You Do It Wrong?

You fix it, that’s what.

Do it wrong quickly, then fix it.

It turns out that it is frequently much cheaper to do it wrong quickly, figure out the few things that are actually wrong, and just fix them, rather than over-engineering it so that nothing goes wrong. But you’ll gain much more than cheaper projects—your organization will do more projects, both because they are cheaper (so more projects can return their investment) and because you suddenly have time to do experimental projects—that’s the “quickly” part. But, it’s even better than that. Because you fix the things that actually go wrong, more of your projects end up being successful, not because you were brilliant out of the gate, but because you kept tweaking each project until it was good.



The key question, though, is how you know what parts of each project are wrong. The answer is found in your metrics.

If you know that some things will be wrong, then you will build early warning systems. You’ll make sure that you can measure everything that could go wrong so that you’ll know as soon as it happens. And you’ll be prepared to respond. You’ll expect some things to go wrong and you’ll be ready to correct them. You’ll build your projects so that you see what is broken, and then adapt to use alternatives that might work better. And then you’ll keep trying them until you lurch into the right answer for each one.

Further explore the importance of testing NEXT.