Why good marketers think in probabilities, not certainties

Probabilities drive decisions. A company that’s 80% certain there’s a viable market for a new product will act very differently from one that’s only 20% certain. Still, probability can be hard to grasp. It’s vague — a bit like beauty. We may not define it precisely, but we recognize it when we encounter it. We’re

Read the full article

Published by martech.org