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Over the years I’ve been lucky enough to meet and work with some very successful men and women.
Looking back the one thing they all had in common was they were never afraid of failure. They realised that if they tested carefully they could soon eliminate the bad ideas and find the winners quickly.
Most would start each new project like it could never fail but as soon as it was proved not to work no one would dare mention the product ever again.
Out of five tests one should be a winner, you may have two turkeys and another two were what I call “maybe” products. “Maybe” it would work if we reduced the price, found a better headline, tried a new offer …..
In my experience if I persevered with a “maybe product” I’d look back two years later and I would have wasted time and money on a product that would make me at best £37.50.
After a while I realised it was much more productive to ditch the “maybes” and focus on looking for the next winner. Occasionally I would still believe in the “maybe” product but I wouldn’t launch it straight away, I would put it on the possible retest pile and not retest it for at least six months. Rarely would I go back and retest.
Most of the successful people I know test new products regularly – if the product had potential it would work if it was 80% right. You see perfectionists take too long to test new ideas, why test one new idea every two years when you could test ten. You just have to be happy to test before everything is perfect.
Have you a new product idea that you are waiting to test until it’s perfect? Why not give it a quick test now. If it flops it probably won’t be because it wasn’t perfect it will be because the market for your idea just isn’t strong enough. If you can then move on and you’ll be far nearer your next success.