Adaptive and iterative campaigns over Big-Bang campaigns

A non-linear, adaptive approach, which involves starting with a little strategy, implementing it quickly, getting insight into it’s success (or failure) with customers, adjusting and continuing to learn, is preferable to the conventional, linear big-bang campaigns, where big ideas are built, launched, and often either fail or are justified with metrics designed to tell a story. The iterative, emergent, agile development process sometimes doesn’t work in the first few iterations, and may require a pivot to trying something else entirely different.

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