Ever met people who thought they had all the right answers in their field?  Doctors (especially surgeons), Politicians, Economists to name a few.   People who, in the face of an incredibly complicated world, are nevertheless absolutely convinced that they understand the way that the world works.

It’s called the God Complex.

Well, it turns out that the world is incredibly more complicated than that.  Surprise, surprise.

In this TED talk Tim Harford suggests all real innovation comes from trial and error, variation and selection.  And if I might add, observation and luck.

An in case you’re wondering how this applies to marketing… None of us really know what’s going to resonate with our audience.  You have to try lots of ideas, variations, constantly test and measure and find winners.

Watch it here.

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