Howard Schultz, CEO of Starbucks, once said, “If I went to a group of consumers and asked them if I should sell a $4 cup of coffee, what would they have told me?”
I’ve said it before and I’ll say it again. Market research and sales analysis can only do so much. They can’t truly predict the future in a lot of situations.
If you look at all the truly great marketing successes, they weren’t inspired by numbers or tracking. They were born out of courage, a belief that people would truly appreciate the offering, whether it was the product itself (e.g. iPhone) or a clever campaign (e.g. Old Spice).
There are no magic formulas in marketing and advertising. You can’t say:
(Frogs + Lizards) * Beer = SALES!
There are best practices. There are estimations. There are opinion polls. There is experience. But there are no guarantees.
In the end, there’s only one real formula for success:
(demonstrate value) + (keep striving to provide more value) * (never stop)