The world is your business testing playground

I was reading through some of Robert Cialdini's studies on human psychology, and something hit: the world is our business testing playground. Any research study, by any accredited scientist or scholar, doesn't sit there and cite theory--and, fortunately, won't spread theories as gospel (unlike most business authors). Instead, they base their conclusions from real-world testing (e.g. comparing how scarcity affects 1000 people from different regions).

Most business information is based on theory, and "what sounds good", not on actual studies

It's a farce. It's dangerous. And, if we had it our way, we'd attach scarlet letters to those who preach unsubstantiated claims. Most business "experts" usually cite advice from what they hear, and what they believe as facts--but are really just myths. Unless your "expert" can back-up his/her points with data, you should probably take it with a grain of salt.

The point? Theory can never compensate for real-world testing.

That's why we urge our clients to forget about what they heard from Dr. Joe Schmo, and test, test, test. Want to know the best marketing technique? Test it between two methods. Once you get the best method, re-test that with another one. It takes an ongoing, Darwinian-style-survival-of-fittest mindset to test your stuff. Theory may sound good, but rarely works like you wish it had. Testing, on the other hand, gives you concrete strategic information. Use the world as your testing playground.

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