Harvard Business Review

MARCH 22, 2013

Before investing in new services, Barbara Messing, CMO of travel site TripAdvisor, puts concepts to the test by using a "dummy banner" to advertise whatever feature the company is considering. Before launching a campaign, check to see which hypotheses on your learning agenda will be put to the test. Embrace experimentation and "good enough".

Marketing 16

Marketing Metrics Agility Budgeting 16

Harvard Business Review

AUGUST 31, 2017

Mary sought care at a large academic medical center with multiple entrances and towers; at times she was expected to travel long distances due to the sheer size of the facility. The team would use qualitative research methods, such as surveys, focus groups, and observations, to better understand people’s experiences.

Health Care 13

Health Care Transportation Mayo Cost 13

Harvard Business Review

MARCH 22, 2013

Before investing in new services, Barbara Messing, CMO of travel site TripAdvisor, puts concepts to the test by using a "dummy banner" to advertise whatever feature the company is considering. Before launching a campaign, check to see which hypotheses on your learning agenda will be put to the test. Embrace experimentation and "good enough".

Marketing 9

Marketing Metrics Agility Budgeting 9

Harvard Business Review

NOVEMBER 20, 2015

He had reflected deeply on the matter, as he knew that this was not a journey to be travelled in a half-spirited manner. What happens when all RBCers are invited to contribute ideas, suggestions, and opinions about what RBC does well, where we can improve and what it will take to succeed? Yet, so few do.

Crisis 8

Crisis Banking CEO Business Model 8