Does Pre-Testing Kill Good Ideas?

We take a question from listener Lexie Perez this week. Creative testing has been the bane of many creatives' existence. Too soon, too biased, too incomplete, too limiting, too vanilla... At the same time, for many companies millions of dollars are at stake, and few would want to take stabs in the dark. So is creative testing (and pre-testing in particular) harmful for great creativity?

Om Podcasten

From big strategy questions to everyday marketing life realities, The Overthinkers is a weekly, 20 min conversation between two ex-marketing strategists: Rachel Mercer (@rachelmercer - Head of Design at JPMorgan Chase + ex-CXO at Proto) and Shann Biglione (@LeShann - co-founder and Head of Product at Kelp + ex CSO at Publicis Media). It is for those who like to (over)think about strategic planning, with delightful guests occasionally joining Rachel and Shann for extended discussions. Available on Apple Podcasts, Spotify and Soundcloud. Views represented and reflected are individually held and are not representative of Rachel and Shann's companies.