Are You Building a Culture of Effectiveness?

You have to have a culture of experimentation. There has to be a willingness to realize that you can't get completely buttoned up and completely assured of performance. I don't think we're done by any stretch of the imagination, because there's still plenty of opinion being used in marketing. But it's interesting to start seeing that. It seems to win over sight that language thing is quite important. Talk about evidence. People seem to listen, talk about insight. And very rarely does someone say yeah, what we need is less evidence. We need is less insight.