All progress emanates from the freedom to make mistakes in the pursuit of organisational learning

This article argues against the current reluctance of brands and managers to experiment, stating instead that it is a case of slowing down now to speed up later.

All progress emanates from the freedom to make mistakes in the pursuit of organisational learning

Jules Goddard London Business SchoolTony Eccles Cass Business School, City University

Transition: from diktat to experimentation

Capital One, the fifth most valuable credit card in the United States, came late into the market and built its success on the back of thousands of experiments, testing seemingly infinite variations on ways of designing, marketing, pricing, communicating, targeting, promoting and cross-selling its credit card. In this respect alone, Capital One is an unusual business. The randomised testing of business ideas or management practices, using...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands