Never ASSUME, because when you ASSUME, you make an ASS of U and ME.

– Jerry Belson (writer – the Odd Couple)

With all your experience, and positive results, and growing sales, you still can’t foresee whether a campaign, or feature, or product will hit (or fail miserably).

We also know that our message or copy won’t last forever.

That is just the way it is.

You may have a better sense and an enormous amount of data to help you plan ahead, make more educated decisions, and better prepare, but you can’t know whether it will truly succeed.

Of course, you can also intelligently market it, throw a huge amount of money on it, or have a crazy brand to sell anything to your loyal fanbase and community…

…but still 🙂

This simply means you need to experiment, a lot, and quickly, and gather a lot of information to get creative…and decide to go or no-go, success or failure, to continue or stop – ASAP.

How fun, right? 🙂

Go out there and talk to your users to learn about their day and listen to various signals and noises, involve your peers to gain some external feedback, and keep approaching with a beginner’s mind cause it’s amazing what new things you will learn and come up with.