Let’s cut to the chase: if all your marketing tests are passing with flying colors, you’re playing it way too safe. Sure, you might be riding high on those “perfect” results, but here’s the ugly truth—if you’re not failing at least some of the time, you’re just not testing hard enough. Welcome to marketing, where failure is part of the package deal.
The 1/3 Rule: Fail Fast, Learn Faster
Here’s the deal: for every three tests, 1/3 should flop spectacularly, 1/3 will do just fine, and 1/3 will be epic wins. And guess what? That’s exactly how it should be. If you’re avoiding failure altogether, congrats—you’re also avoiding growth. The moment you stop seeing flops in your tests is the moment you stop pushing the boundaries.
Why Failure is Actually Kinda Great
We all know the saying, “you learn more from failure than success,” but here’s a hot take—you only learn if you’re actually doing tests that might fail. No risk, no innovation. If you’re out here running safe, cozy A/B tests with the same predictable tweaks, you’re not learning anything new.
Failure Digs Deeper: When a test tanks, it forces you to roll up your sleeves and get into the nitty-gritty. Why did it bomb? Did you target the wrong audience? Was the offer confusing? These failures are like mini marketing boot camps—brutal, but effective.
Risk Drives Innovation: Playing it safe might get you some “okay” results, but if you want groundbreaking, you’ve got to swing for the fences. That means testing stuff that might fail, but also might lead to a huge breakthrough.
Failure Slaps the Ego: Let’s be real—nothing brings you back down to earth like a failed test. It’s a nice little reminder that marketing isn’t about coasting; it’s about constant learning. And honestly, staying humble in this game is crucial.
Failing Forward: How the Pros Do It
Failing forward isn’t just a buzzword—it’s the mindset you need to actually make failure work in your favor. When a test flops, you don’t bury it and move on. You analyze, adapt, and test again.
Analyze: So your test failed. Now what? Time to dig into the data. What went wrong? Was it the timing? The headline? The audience? Getting those answers is what makes failure valuable.
Adapt: Armed with your newfound insights, you tweak. Don’t just scrap the whole thing—build on the lessons from that failure and refine your next test.
Test Again: This is where the magic happens. Take what you learned, launch another test, and yeah, maybe fail again—but fail better. Each flop gets you closer to that massive win.
Why 1/3 of Your Tests Should Flop
If all your tests are hitting “okay” status, you’re basically stuck in mediocrity. To really grow, you need to be comfortable with 1/3 of your tests tanking. It means you’re pushing the envelope, testing new things, and (gasp!) actually innovating.
Those big success stories? They’re built on the backs of a bunch of failed tests no one ever talks about. Want to achieve something game-changing? You’ve got to let some tests blow up in your face. It’s part of the process.
The Bottom Line: Failure is Part of the Fun
Here’s the real talk: testing without failure is like trying to ride a rollercoaster that only goes in a straight line. Boring! Embrace the 1/3 rule, run tests that might fail, and let those inevitable flops teach you what you need to reach your next big win.
Because if you’re not failing, you’re definitely not trying hard enough.
Comments