top of page

From 'Tried & True' to 'Tired & Stale': The Essential Role of Innovation in Success

In the ever-evolving landscape of sales and marketing, holding on to "tried and true" methods for publishers, agencies, and brands can feel like a safe bet. You know what works, you've seen results, and sticking to the familiar offers a sense of security. 

While familiarity offers comfort, clinging to the past hinders growth.  The phrase “tried and true” often translates to inertia and a sheepishness in trying new things, especially if it isn’t quite broken. 

But while it may not be broken, it could certainly be improved upon. Tweaking things might seem like a weakness in your previous logic, but change is good. Change is healthy.  Change has upside and having a growth mindset is for the greater benefit of your company and your clients. 

The Challenges: Why We Resist Change

Time & Resource Constraints: Feeling swamped with existing projects makes testing new approaches seem daunting. The worry is that innovation takes precious time and resources away from proven strategies.

Fear of Failure: Unfamiliarity with new tactics breeds fear of failure. The potential negativity associated with an unsuccessful test can be paralyzing.

Approval Headaches: The process of securing approvals for experimentation can be cumbersome and discouraging.

These are not small hurdles to overcome for sales orgs, agencies or brands but here's why continued innovation is crucial, and how to embrace it:

The Upside of Innovation 

The Customer Journey is a Moving Target

Customer behavior and expectations are constantly evolving. What resonated with your audience three years ago might be irrelevant today. New technologies, social trends, and competitor strategies can all impact how people interact with your brand. Sticking solely to "tried and true" methods might miss the mark with your target audience, who have likely embraced new platforms, communication styles, and content preferences. 

Regularly testing and implementing fresh approaches helps you stay relevant and engaged with your audience.

The Competitive Landscape Never Sleeps

Your competitors are constantly innovating, seeking new ways to connect with audiences and capture market share. If you remain complacent, their bold moves can leave your brand looking outdated and uninspired. Regularly testing new marketing tactics allows you to keep pace with the competition, differentiate yourself, and potentially become a trendsetter.

Data-Driven Insights Reveal Hidden Opportunities

The beauty of what we do lies in its measurability. Tools and analytics provide a wealth of data about your audience, and emerging trends. Analyzing this data can reveal hidden opportunities and unforeseen customer preferences. By clinging to "tried and true" methods, you limit yourself to insights from past campaigns or sales efforts. Testing new approaches based on current data allows you to discover and capitalize on previously unseen opportunities for growth.

Innovation Breeds Creativity and Excitement

Exploring new avenues can be invigorating. It encourages creative thinking, pushing teams outside their comfort zones and sparking fresh ideas. This newfound enthusiasm can translate into more engaging strategies that resonate with your audience and inspire action. Consistently testing and implementing new tactics demonstrates a commitment to progress and staying ahead of the curve, fostering loyalty and attracting top talent.

Calculated Risks Lead to Breakthroughs

Not every experiment will be a success. However, even "failed" tests offer valuable learnings. They provide crucial data points about what doesn't work for your target audience, allowing you to refine your approach and avoid repeating mistakes. More importantly, some calculated risks can lead to significant breakthroughs. The most innovative ideas often stem from a willingness to break away from the norm and embrace the unknown. By being unafraid to test and experiment, you increase your chances of uncovering a groundbreaking strategy that sets your brand or sales efforts apart.

Moving Beyond "Tried and True": Actionable Steps

Embrace Calculated Risks: Not every experiment will be a success, but even failures offer valuable insights. Encourage a "learn from mistakes" mentality.

Allocate Budget for Experimentation: Dedicate a portion of your budget to testing new tactics. This could include piloting new ad formats, exploring different pricing programs, or trying out a new platform.

Form an Innovation Team: Create a dedicated group responsible for brainstorming new ideas and researching emerging trends. This team can spearhead pilot projects and track results.

Data-Driven Decisions: Analyze data to pinpoint areas where current strategies might be lacking. Let data inform your testing priorities.

Culture of Experimentation: Foster an environment where trying new things and learning from failures is encouraged. Celebrate successes and share learnings openly.

Track, Analyze, and Adapt: Monitor the performance of your experiments. Identify what worked/didn't work and adjust your approach accordingly.

Innovation is a Continuous Journey

By consistently testing new strategies, staying informed about emerging trends, and fostering a culture of creativity, both publishers and agencies can ensure their marketing efforts remain fresh, relevant, and drive sustainable growth. Remember, innovation is a journey, not a destination. 

Embrace the process, learn from your experiences, keep pushing the boundaries of what's possible, and kick inertia to the curb. 

4 views0 comments


bottom of page