“If you have a crazy new approach or idea for something, you can’t measure it. I like this quote from George Lois, one of the first ad men, in Esquire magazine: “Great ideas can’t be tested. Only mediocre ideas can be tested.” It sums up how I feel about trying to measure radical ideas. You simply can’t. You can’t apply data to see if you should do a radical idea. You do the radical idea, and then you measure how it worked. If we made decisions purely based on numbers, we would have quit. The numbers for many months told us to quit, to work on something else, because this idea was not going to take off. We don’t always make decisions based on numbers.”
―
Jon Kolko,
Well-Designed: How to Use Empathy to Create Products People Love
