Test, don't debate

Lean into the likely outcome.

Today, I want to talk about the cost of time and why testing is so much better value money than you think it is.

First, let me recount a conversation about an ad that took over 3 weeks of editing to go live.

“This ad isn’t going to work” the founder said.

“Well, we think there’s good reason why it could, but let’s test it,” I replied.

“So you’re not even su…