Failure Is A Strategy



Do something.

Measure the results.

You don’t have to be sure your marketing is going to work.

But if you don’t take action you will never know. That idea will always just rattle around in your mind. It will stagnate and die never having seen the light of day. It will be resigned to the scrap heap having never been tested. It will die, stillborn.

Action is better than inaction.

We learn from our mistakes. Even if we don’t have a process in place we absorb what works and what doesn’t. We understand what is effective versus what is not. We gather information to formulate new approaches and discover connections we had not perceived before.

Rules for Failure as a strategy:

  1. Take action. Don’t wait. Do it now or forever lose this chance.
  2. Note trial components. Write down the strategy and expected results. Reduce the test to as few elements as possible. Use multi-variant design if you can’t reduce things to A-B split testing.
  3. Analyze results. Look at what happened versus what you thought might. Do not wear your rose-colored glasses. Delve into the fundamentals and scan for hints of affirmative outcomes while quantifying both positive and negative consequences. Look for both strategic and tactical effects.
  4. Build a winners file. Make note of what works whether it is graphics, words, colors, sounds, video or animation. Look at the combinations that work and how changes in one of them impacts your outcome.
  5. Assemble your findings.  Build a check list or diagram or a process report that incorporates what you’ve learned. I’ve been doing this since I opened my consulting firm. When you sign up for my Credibility to Cash Newslog you get the benefit of what works by avoiding 25 years of failures.

The longer you wait the less you’ll learn.

Credibility to Cash is a shortcut to success.

And so it goes.


Jerry Fletcher is a sought-after International Speaker, founder and CEO of Z-axis Marketing, Inc. See Jerry’s speaker demo reel.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing advice that builds businesses, brands and lives of joy.

Credibility to Cash TM is his latest way to share experiences so you can take your business up a notch…or two.


This entry was posted in Branding, Consultant marketing, Consulting by Jerry Fletcher. Bookmark the permalink.

About Jerry Fletcher

Jerry is the CEO of Z-axis Marketing, Inc. which he founded in 1990. He is an expert at business development and has changed the way the way new business is acquired and introduced on three continents. He is known to meet with clients in dining rooms and boardrooms. He stopped counting successful introductions of new products at 207.