How to Predict What's Going to Work and How to Do It

The not knowing thing is huge and it's hard to admit most marketers won't want to admit that because you want to have a justification for everything you do. But I can tell you first and experience like, you know I've done conversion research and like map that a whole kind of prioritization model but then pull some random idea at the bottom of my list that was a little more creative and it would win. We keep wanting to expand because we have had these little nuggets that were unexpected. It ended up being one of the top five converting articles to all time for free me acquisition.

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