We Do Not Know, So We Test

On Dec 25, 2013, at 7:58 AM, TM wrote:

John:

I was planning on making a superficial design modification of the (popular item named).  A photo of the current model is attached. 

***Interesting....***

My plan was to have a traditional (redacted) motif, similar to the one in the attached photo.

***Creative!***

But I am having doubts that the design will be marketable for two reasons:

1. there is increasing anti-chinese sentiment building in Europe and America. 

***There is no way you could possibly know this.***

2. the new chinese affluent middle class who would be my client base in Asia are looking toward Europe for their trends. 

***There is no way you could possibly know this...***

I would be open to any ideas as to whether I should proceed or change direction. 

***Until you form hypothesis and test them, you will eternally talk yourself into and out of ideas.  Regarding your two premises above, there is no possibly way you could know this one way or another, except as a matter of an error of narrow basis of comparison.   

What you surmise may actually be true, but have absolutely nothing to do with what you produce and sell.  Even if the trends you imagine had gotten to 99% bitterness saturation, the remaining one percent acceptability may very well be millions in business.

The only thing you can know is signed purchase orders.  Everything else is guess, and pointless guess at that.  You'll never get started until you form a hypothesis, and test it.  There is no other way.

Feel free to forward this by email to three of your friends.

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