Episode #66: Increase your Return on Optimisation (ROO)
Many might remember the story of Eric Moussambani, the ‘Olympic swimmer’ from Equatorial Guinea who took 1:52.72 to complete his 100m swim at Sydney 2000, more than twice that of his nearest competitor. Before the Olympics, he had never even seen a 50m long pool, took up swimming eight months prior and practiced swimming in a lake.
In this episode of Fast Fix Friday I talk return on optimisation, or ROO. Companies often get obsessed running A/B tests to optimise their marketing funnels, but, are they optimising the wrong thing? Optimising early, during problem and solution definition, generates a much higher return than optimising late, particularly if you've defined the problem incorrectly.
Many of us are not all that different to Eric and I'll explain why.
Listen on iTunes: goo.gl/sMnEa0
Listen on Stitcher: www.stitcher.com/podcast/future