How to Be a Successful Copywriter

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Lucas: For a copywriter to have the power to change the content and to say, actually, I want to run this as a test, goes back to something else he said earlier. He says there's not even an awareness of experimentation in some organizations. Lucas: When people are booking talk about the analyst, it is not a different team. It is someone on their own team that has the skills they need because they're empowered product teams.

How does one build a strong culture of experimentation at an organization (and what does that even mean)? One way is to spend a few years working at a company that already has such a culture… and then jump ship to another organization that is well on its way! That's (sort of) what our guest, Lukas Vermeer, did when he left booking.com to go to Vista. With Val Kroll guest-co-hosting, we dug into the challenges — organizational, educational, and mindset-al (?) — when it comes to having an organization successfully and appropriately integrate experimentation into their operational ways. For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the show page.