Prove It before You Promote It: How to Take the Guesswork Out of Marketing by Steve Cuno

Author:Steve Cuno [Cuno, Steve]
Language: eng
Format: mobi, pdf
ISBN: 9780470406151
Publisher: Wiley
Published: 2008-11-16T14:00:00+00:00

Or suppose you notice successful companies that refine their focus to a narrow niche. You might decide that focusing is the overriding principle, and prove it by contrasting highly successful, single-focus companies with less successful, diversified companies. Then you could write a book called Focus: The Future of Your Company Depends on It.

But let me save you some trouble. Your first problem will be that starting with a conclusion and digging to support it isn’t science. Science starts with a hypothesis as suggested by exhaustive evidence, followed by careful testing, rigorous controls, and full consideration for alternate explanations. You can’t prove that position or focus is causal unless you can prove that all other factors (and combinations of factors) aren’t.

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