'But How Do You Know?'

Assume the new creative performs as poorly as the worst thing you ever tried. Plugging in what you know testing it will cost, how bad does your worst-case scenario bottom-line net (loss) look? Can you live with it?

Now do the opposite. Let’s say the new creative does far better than the most successful thing you ever tested. Are you ready, willing and able to roll out with it? How immediately? There’s nothing more pointless than discovering you have an amazing new supernova performer but you can’t do anything with it.