It’s sometimes hard to know beforehand if an email newsletter will build awareness of your company. It’s a challenge to figure out ahead of time if a tweet is going to connect with someone and lead that person to your website. It can be difficult to understand what type of blog post will resonate with your customers before you write it.
Planning in some respect is necessary and useful, sure…but if all we do is plan, we’re missing out on gathering data. Data that we can use to shape future decisions.
Smaller experiments, more frequently, are more helpful than trying to figure out what you want to be doing in five years.