WHY GOOD MARKETERS THINK IN PROBABILITIES, NOT CERTAINTIES

Summary from the TLDR Marketing newsletter

Marketing lives in uncertainty because people drive markets. Billions of daily signals from consumers and companies create feedback loops and unknowns. Despite this reality, many still believe that more data or better tools will guarantee results. That belief is flawed. Outcomes in marketing have many causes, most of which are unclear. Marketers should think in probabilities, not certainties. Using diverse data, placing small bets, and accepting ambiguity leads to better decisions.