There are no failings, just learnings.

When I worked in tech and innovation, iteration and optimisation were part of the course. We would have a hypothesis and conduct experiments to see if consumers responded to how we thought they would. They didn't have to be big, complex experiments but just quick ways of figuring out if what we suspected to be true was the case.

These tests would be supported by continuous conversations with target customers to understand at a more human level the rationale/ the why behind their decisions.

Now I’m back in the world of physical products, experimentation and iteration seem to be less commonplace. And I think that it’s time we changed this. I think it's time we embrace experimentation and continuous feedback loops as part of BAU. But to do this requires a shift to a growth mindset, to get comfortable with the unknown and the reality that not everything you do will be successful.

Many years ago I heard the former Global CMO of Johnson and Johnson, Alison Lewis speak about brand growth. She said that many brands stagnate as they are so fearful of doing the wrong thing that they fail to do anything and at all and as a result lose relevance as they fail to understand the real problem that they are solving for their customers.

With the emergence of D2C there has never been more of an opportunity to get rich and immediate feedback and validation direct from your customers. You are able to see at scale first hand who our customers are, how they buy, what they are buying and how often and how they respond to NPD, marketing concepts and price points. Rather than relying on expensive retailer data, or focus groups, you are able to conduct quick A/B tests to understand the best approach. You are now able to reach out directly to consumers, never be afraid of inviting them in, setting up a continuous feedback loop that seeks to understand what they love, what they don't and most importantly buy.

But I don't think experimentation stops just with your digital marketing strategy, the very nature of the word experiment is to try something different. Bring this into all parts of your business, your sales calls your sampling the way you hire. As long as you are clear on the hypothesis behind each experiment (ie you are clear on what you are trying to learn from it), have fun and play.

Sprowt is a creative studio that helps purpose-driven challenger brands that believe in the triple bottom line - people, planet and profit - stand out and scale. 

We apply the tried and tested strategies of building memorable brands and then rip up the rule book to create disruptive brand and marketing strategies; growing the brands that matter into the household names of tomorrow.

Because the world needs brands that care.