Once upon a time we thought heroin was a great cough syrup. And maybe it was. Too bad it caused other problems (like heart failure…) that we didn’t bother testing for. There was also a guy that said sharks don’t get cancer, so shark cartilage must help people with cancer… except we tested and found out sharks do get cancer.
There’s an element of gambling when you don’t test things first. You would never gamble with your health or your money, why would you gamble with your business?
Today’s new business health cure is “Let’s redo our website! I know a great graphic artist.” Now throw some money at it in the form of Google Adwords and you will probably get some customers. Does that mean you figured it all out? Maybe. Probably not. Actually I have no idea. Why not? Because nobody has researched the user experience with the old site yet. Unless you figure out what needed attention in the first place, you are just rolling the dice and hoping the usability is better this time.
Once upon a time we wanted things to better, but we didn’t know how. So we tested things to figure that out. Then we made things better, and tested them again to make sure of it.
Now things are better, and we aren’t just guessing why.
We eliminated the gamble, and everyone lived happily ever after.