All the great ideas are just that… great ideas… unless you can put them into practice.
I tell my team all the time that unless we can sell an idea to an executive… and know exactly what we’d do the next day if we sold it… it’s probably not worth talking about. At least not right now.
That’s not to say that we don’t run experiments. That’s not to say we don’t try new things.
There is a lot of neat theory out there… but unless you can get someone to sign up… it’s tough to make a dent.
You have to be able to sell it…