Comments on: Experiment like Google… http://www.simon-law.com/archives/556 Sporadic thoughts - mostly about communications, brands, etc... Wed, 07 Jan 2009 18:21:19 +0000 http://wordpress.org/?v=2.7 hourly 1 By: Hashem Bajwa http://www.simon-law.com/archives/556/comment-page-1#comment-1475 Hashem Bajwa Tue, 22 Jan 2008 08:43:14 +0000 http://www.simon-law.com/archives/556#comment-1475 There is such an opportunity in this thought for progressive agencies...PERPETUAL BETA. Digital media lets us see what is happening in real time, and then adjust. Some advertisers are putting out there three different pieces of creative online (or on TV though Google TV), seeing what is reacting and then adjusting the work or optimizing against whatever is working best. Or most relevantly. Or if we look beyond the "testing" thought, experimentation lets us play. Put out small bets and learn. Act fast, learn fast... The new book "The Black Swan" suggests that most of human achievement has been "stumbled upon", or through experimentation, massive impact things that we then post rationalize how they came about. ie: 9/11 and Google. Not sure if I buy the whole theory but its interesting! The age of spending 6 months building "the perfect ad" and putting it out into the world and never thinking about it again is (should be) dead. It shouldn't be scary. It should be exciting. Its not going away. There is such an opportunity in this thought for progressive agencies…PERPETUAL BETA. Digital media lets us see what is happening in real time, and then adjust. Some advertisers are putting out there three different pieces of creative online (or on TV though Google TV), seeing what is reacting and then adjusting the work or optimizing against whatever is working best. Or most relevantly.

Or if we look beyond the “testing” thought, experimentation lets us play. Put out small bets and learn. Act fast, learn fast…

The new book “The Black Swan” suggests that most of human achievement has been “stumbled upon”, or through experimentation, massive impact things that we then post rationalize how they came about. ie: 9/11 and Google. Not sure if I buy the whole theory but its interesting!

The age of spending 6 months building “the perfect ad” and putting it out into the world and never thinking about it again is (should be) dead.

It shouldn’t be scary.
It should be exciting.
Its not going away.

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