Why it is always worth experimenting, largely because you’ll never know which experiment will work.
At the Toppled Bollard dance centre on the borders of Rutland and Northamptonshire, I asked a woman to dance.
She gave me a look of disdain.
The sort of look of resignation that a ghost might give on hearing it had been assigned to an already haunted house when it was looking forward to a good night scaring the life out of a previously unscared person.
But at the end of the dance she said, “Wow!” And then she walked away.
And that made me think, in marketing one might consider an idea pointless and useless, but often you don’t really know until you’ve tried it.
But even if one just says, “Wow!” that’s not really enough. The main task is to find out why, so you can do it again.