Modern marketing rule No7: Incremental changes have long term business impact

Small changes over a longer period of time will take your business further than big changes performed slowly and seldom. This because of the business landscape that changes ever so often. You need to set-up an organisation with cross-functional teams to be able to work across disciplines and processes that support experiments.  Both in ad messaging to the actual conversion funnel on your website. But also beyond and with that I mean you need a culture with an experimental mindset where you create small experiments across the entire organisation. Pilot projects that become proof of concept before large investments and gather key insights for a more smooth implementation. No matter the subject, from new services to products.