Chapter 12
Creative Must Be Treated as a Hypothesis
Creative-Led Growth starts with a shift:
Every creative begins as a hypothesis.
"If we express this belief to this audience, performance will improve."
That Hypothesis Must Be
Explicit
The belief is clearly stated
Testable
Results can be measured
Falsifiable
It can be proven wrong
Without Hypotheses
Tests are meaningless
Results are anecdotal
Scale is fragile
Without hypotheses, tests are meaningless, results are anecdotal, scale is fragile.
Key Takeaway
Without hypotheses, tests are meaningless, results are anecdotal, scale is fragile.