Some fields need to be perfect.

  • Flying a plane.
  • Operating a heart.
  • Accounting.

But not marketing.

No marketer or business owner makes good decisions all the time. The most successful people simply took action on a lot of bad decisions.

Take for example, Amazon.

After the failed launch of the FIRE Phone (remember this?), Jeff Bezos said:

If you think that's a big failure, we're working on much bigger failures right now. I am not kidding. Some of them are going to make the Fire Phone look like a tiny little blip.

Some projects work, some projects don't.

When you accept that in business, marketing, and investing – you'll realize that it's normal for lots of things to go wrong or to fail.

  • A good business might have only 30% of its products to become successful.
  • A great marketer might run 10 advertisements and have only 2 of them driving back success.
  • A great content creator might create 10 videos and only have 1 go viral.
  • If you're a stock picker, you'll be right maybe half the time.
  • If you're a great worker, you might find the right company after a few attempts and tries.

So what makes a great marketer?

You could say "skill".

You could say "luck"

But a third explanation is simply that they tried a lot more. A subset of their tries turned out to be successes – which helped offset their failures.

In some ways, marketing is like investing. (You don't need to beat the market.)

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