I don’t believe in failure. Every opportunity is one to learn something new, but only if you know what you were trying to do and what caused the unexpected result… and often when it doesn’t go the way we expected, we wall it off in our minds, and rule out entire approaches based on a single experiment. We don’t do the learning and thinking that should follow each experiment.

My favourite? “We tried Facebook ads, they don’t work.”

Really? Then why is Mark Zuckerberg a trillionaire?

Meta ads, like most good ideas, only work after dozens of attempts and learing what worked and what needed further improvement.

But how do you know if you should try again or if it's genuinely a bad idea? I’m not comfortable making huge decisions based on a single experiment whose specific details nobody quite remembers.

You need my Experiment Plan worksheet below