What if everything you have been bringing to the table could be debunked with a simple multivariate testing regiment?
Ties onto the posts on A over B over C - testing gives a lot of leverage and room for better understanding of what "actually" helps. But only for things that lead to one form of direct action or the other. SImplest thing to test is actual purchases. Intending to buy (be it via wish list, sample or cart) a bit more tricky. And simply talking about it even more tenuous.
Even if you do have a clear conversion, and a direct flow from which to start - there are still times when you don't know what to test, or have a feeling that you might be stuck in a "local maximum" [wikip].
Then having some of that storytelling panache or the creative insight makes all the difference.
When you make a lateral jump, switch things really up, you get a new baseline, a new set of maxims, and then you can start discussing all over again. Recombine and reiterate. And then do it all over again.
It might be a really diffrent role from the typical marketing professional of today - or of the Mad Men glory, but a valuable one none the less. Rather than just throwing ideas at each other or a board, the ideas or tweaks should get a chance out there in the world.
- ...and the sun has just made some seriously red clouds - as this goes out direct, true summer put a bit of a damper on the creative "juice", but back in the saddle now hopefully...
