History is filled with examples of men and women who made an impact—put a dent in the universe—so large that we can’t help but be inspired.
It’s not surprising that these people went through all kinds of trials to see their passion brought to life.
You don’t have to think hard for an example of a civil rights icon who gave his life for his beliefs…
… or a female lawyer and women’s rights activist who became a Supreme Court Justice…
… or a daring entrepreneur who risked a fortune to help secure humanity a future on another planet.
There isn’t one example of these people who got it right the first time.
The word “trials” is based on the Latin root “tri,” meaning “three.”
Inherent in our very language is the suggestion that navigating a difficult path requires repeated attempts: a tenacity and a willingness to keep trying.
The business world is one such difficult path—full of challenges and obstacles that threaten to push us off course, or even off a cliff.
In no category of business is this more evident than marketing.
Marketing is a moving target—something that cannot be nailed down or pursued formulaically.
Unlike a new product, you can’t rely on the same design you’ve been using for years.
It’s always changing.
Always needing to be rewritten.
What worked last year, six months ago, or even last week might stop working today.
And yet, if we believe strongly enough in our business, we feel that the civil rights activist, the Supreme Court Justice, and the daring entrepreneur would tell us:
With that perspective, trials can seem to be not obstacles on your path, but opportunities to try something new—something better.
In scientific circles, a trial is an experiment.
Researchers use trials to find the best way of doing something, like developing vaccines or inventing new technology.
This is where the term trial-and-error comes from.
Built into the very fabric of experimentation is the assumption of failure.
The researchers know they will encounter failure.
They also know their failures are data points.
Every failure points them in a better direction forward, like a guide that says:
“This direction will never work. Try over there.”
When you are going through trials as a business, you are being told by your customers, or your industry, or the government, or someone else that the way you’re doing things right now isn’t quite working—but it could work if you changed something.
And so the experiment begins.
What will you find?
What will you try?
New ways of communicating?
New ways of making money?
New ways of adding value?
This is the promise of the experiment.
This is the potential of science.
We believe science has been missing at the marketing table for some time.
We’re here to kick the doors open, pull up a chair, and get to work.