Camus on Getting Dirty
“You cannot make experience.
You must undergo it.”
–Albert Camus (1913–1960)
French writer
Nobel Prize winner
Sales thought…
We don’t test things. We do things.
Testing something carries a subtle implication that we’re not going to be accountable to our results — a kind of caveat to any potential failure suggesting that it’s okay if our efforts don’t produce clear results because "it’s just a test."
In reality, we do things and then evaluate the results (it failed, it succeeded, it was mediocre at best, etc.).
Starting with a "test" isn’t a commitment to success.
Avoid testing. Commit.
(semantics matter)
>>Marketers… see if you can go a day without by the word test.