'But How Do You Know?'

Being uneasy means you’re not proof positive that nothing bad can come of testing this creative, and there’s at least a tiny chance it could turn out to be a stink bomb instead of the future grand control you hope it will be a decade from now.

Creative that makes you a little twitchy means you’re not falling into the “nothing ventured, nothing gained” testing pothole, and you’re making your test budget count for something meaningful, even if it’s to learn that “everybody’s doing it” doesn’t work for you.