There is no failure in marketing. You are testing a new strategy, and the initial results are, well…disappointing. Your team wants to abandon it; your stakeholders want an update. Sound familiar?
Before you head into that meeting with your head hung low and report a failure, I challenge you to reframe the situation. As marketers, we should eliminate loss or failure from our professional vocabularies.
“I never lose, I either win or learn” — Nelson Mandela
There are only two possible outcomes: winning or learning. And both are incredibly valuable when defining the value of your marketing strategy to your stakeholders.
Marketers as Scientists
We’re scientists. It’s one of the things that I love most about this profession. We don’t just find the solution the first time we try something; there is researching, testing, measuring, and adjusting our variables to get closer and closer to our desired outcome.
When we eliminate our fear of experimenting with bold strategies, we open the possibilities of moving from a good marketer to an exceptional one. “Success comes from being brave enough to unleash a little crazy, break taboos, and take risks, even in corporate cultures that don’t like risks” — Mark Schaefer, Audacious: How Human Wins in an AI Marketing World.
What Experimentation Really Looks Like
It’s not about being right. It’s about getting closer to right with each attempt. If we apply the scientific process to our marketing efforts, we:
- Observe: How can we communicate the value of our product and service to our target audience?
- Research: Where does our audience spend their time? What are their needs?
- Hypothesis: If we show up here, in this way, our audience will respond in this way.
- Experiment: Design your campaign.
- Data Analysis: Analyze the results of the campaign to determine if the hypothesis is supported or refuted.
- Conclusion: What did you learn? Was the campaign successful? What might you try next time to improve results?
- Communication: Share what worked and, most importantly, what you learned and will do differently next time.
Excuses to Experiments
When we shift from a mindset of needing to defend negative outcomes to one that celebrates experimentation, we unlock a transformative journey in marketing. This shift allows us to uncover hidden audience insights, revealing new ways to connect with and understand our target audience. By doing so, we can optimize marketing spend more effectively, ensuring that every dollar is invested in strategies that yield tangible results. Moreover, this approach helps us build a reputation as strategic problem-solvers, showcasing our ability to innovate and adapt in a rapidly changing landscape. Perhaps most importantly, we transform learning into our most powerful competitive advantage, turning every outcome—whether a win or a lesson—into a stepping stone for future success.
Practical Steps to Win or Learn
- Set clear, measurable hypotheses for every initiative
- Create metrics that capture both success and learning
- Document insights from every campaign
- Share transparent results with stakeholders
- Use each “learning” moment to refine future strategies
The Competitive Edge
Imagine a marketing team that doesn’t just embrace outcomes—they crave them. Every campaign becomes a thrilling opportunity to either achieve spectacular success or uncover game-changing insights. This isn’t just marketing; it’s a relentless pursuit of innovation that leaves competitors in the dust. When your team views every result as a win, whether through immediate success or invaluable learning, you’re not just participating in the market—you’re actively shaping it. This mindset transforms your marketing department from a cost center into a powerhouse of strategic growth, consistently delivering value that resonates throughout the entire organization.
Your Win-Learn Mantra
Stop making excuses. Start making progress. Embrace experiments. Challenge assumptions. Win or learn—always move forward.
In the world of marketing, those who learn don’t just survive—they lead.
