Who This Helps
This is for growth marketers who feel stuck in a cycle of random tests. You have a dozen ideas, but no clear direction. The Market Intelligence & Positioning course gives you the framework to break out of that. It helps you stop chasing shiny objects and start driving real results.
Mini Case
Sam had three ideas: a new LinkedIn ad, a referral program, and a content series. Instead of picking one at random, she scored each on potential impact and effort. The referral program scored highest. She focused there for two weeks. Result? A 15% lift in qualified leads, while her team saved 20 hours they would have wasted on lower-impact tests.
Do This Now (5 Steps)
- List your top 3 experiment ideas. Write them down. No more than three.
- Define two simple scores: Impact (1-5, how much it could move a key metric) and Effort (1-5, how many resources it needs).
- Score each idea. Be brutally honest. A quick email test might be Impact 2, Effort 1. A full website redesign might be Impact 5, Effort 5.
- Calculate the ratio. Divide the Impact score by the Effort score. The highest number wins. Simple math, big clarity.
- Commit to the winner. Schedule the first action for it today. Even if it's just a 30-minute planning block.
Avoid These Traps
- The 'Everything is a 5' Trap. Not every test is high-impact. Be realistic. If everything is a priority, nothing is.
- Analysis Paralysis. Don't spend three days building the perfect scoring model. Use the 1-5 scale and move on in 20 minutes.
- Ignoring Your Gut. The numbers guide you, but if a low-scoring idea keeps nagging you, there might be a strategic reason. Note it for later.
- Forgetting the 'Why'. Always link your experiment back to a core business goal, like one mission in the Market Intelligence & Positioning course that focuses on identifying underserved customer segments.
- Changing Horses Mid-Race. Once you pick, give it a real shot. Don't abandon it after two days because a new idea popped up.
- Not Tracking the Result. Define what 'winning' looks like before you start. Is it 50 sign-ups? A 5% conversion bump?
- Working in a Silo. Run your top pick by a teammate for a quick sanity check. Two brains are better than one.
- Letting Perfect Be the Enemy of Good. A decent experiment launched now beats a perfect one launched never. Your future self will thank you for starting.
Your Win by Friday
By Friday, you'll have one clear, high-potential experiment in motion. You'll have killed the noise and know exactly where your energy is going. You'll feel focused, not frantic. And hey, you might even get to leave on time for once.