You don't experiment to 'find the answer' – experimentation is the answer

There is no 'best creative' or 'best media strategy'.

I’m a music geek and for a long time was a member of a forum called I Love Music. About a decade ago, I remember a fierce debate taking place about the ‘best’ album. The debate went back and forth, until someone said “what’s the aim of this? There isn’t any ‘best’ album, are we on some pursuit of a singular record that stops us listening to all other re…