#TestAndLearn

[laurafaritos]

HDMS040: Test, Learn, Evolve — The Science of Not Knowing Everything Yet

Aiaiaiiiii!

You know what’s not a vibe??? Doing comedy for three years that doesn’t feel like you...

When I first started in the Toronto scene, I had this whole voice already forming—personal stories, culture clash chaos, funny-but-true immigrant observations. But every comedy school instructor and fellow comic I met said the same thing: “The gEnErAl AuDiEnCe won’t get that. Just talk about how you’re Brazilian but don’t look or sound Brazilian—THAT’S funny.”

Spoiler: it was not funny. It was deeply unfunny. I didn’t feel like myself on stage, the audience felt it too, and I spiraled into thinking maybe I wasn’t even funny at all... Then I went back to Brazil.

I started telling those “unfunny” stories, like the ones Canadians told me wouldn’t land, and the Brazilians were screaming. They got me. THEY. GOT. ME. THEY GOT ME!!!!!!!!!!!!! DO YOU UNDERSTAND???

One girl even asked if I’d ever tried standup. (I said no. She said yes. Icon behavior.) That moment clicked: The problem was never my material....... it was the WRONG audience!!!

And that, my friends, is the whole point of this module. You don’t know what works until you test it. You think you know. But assumptions, especially untested ones, are cute little liars.

In digital marketing AND in comedy, art, business, life... you’ve gotta experiment!!!! Test the message!!!! Try the channel!!!! Check the vibe!! And yes, that can feel like chaos, especially if you’re neurodivergent and your brain craves clarity before action (hello, I am AuDHD).

But as we’ll see in this module: Testing is how you evolve. It’s not about guessing right—it’s about being willing to be wrong, then choosing better with every iteration. Leeeeeessssssgoooooooo!!!

I. Assumptions = Expensive

Let’s start with some hard truth: assumptions cost time, energy, money, and sometimes, your entire sense of self-worth. Ask me how I know.

In this module, we saw brands like e.l.f. Cosmetics assume that TikTok was just a Gen Z dance floor. Turns out? Grown-ass adults are scrolling, posting, and commenting in full force. And then there's OOFOS, who thought people needed visuals to understand their shoe’s recovery magic—but found major traction through audio, via a Dawn Staley podcast feature.

The lesson? Even massive brands with data teams and consultants still get it wrong sometimes.

But let’s zoom out. The deeper problem isn’t being wrong. It’s believing your assumptions are facts—and never testing them.

That’s what happened to me in comedy school. I took those opinions (“this is what the audience wants”) as gospel. But those were assumptions based on someone else’s comfort zone, not data about my actual potential audience.

And once I started testing my material in the right rooms, I realized: 💡 It wasn’t me that was off. It was the context.

Same goes for your marketing. The “general audience” is a myth. You have to figure out which audience is yours—and that only happens through trial and error. Testing isn’t an optional bonus for perfectionists. It’s the only way to find what works for real.

And yeah, it can be messy... but that’s kind of the point????

II. The Test-and-Learn Mindset

Testing isn’t just a marketing strategy—it’s an entire creative lifestyle. And if you need proof, please meet the six-year odyssey that is my sex ed project.

It started as a 10-minute play called What I Wish I’d Learned. That became a 2,000-word short story, which became a podcast pilot, which turned into a commissioned essay series (12 pieces!) from comedians. Then I flirted with making it a documentary, then a live studio show, then a newsletter, and now... it’s back to being a podcast. Again.

Why? Because every iteration taught me something new. About tone. About format. About audience resonance. Some versions felt too broad. Some didn’t feel personal enough. Some just didn’t land. But every test gave me a sharper sense of what this project actually wants to be—and how people want to receive it.

This is the same mindset Bianca Reed talked about with OOFOS. They shoot for 12 hours and walk away with 60 creative assets. Different cuts, tones, testimonials, hooks. Not because they’re indecisive—but because they’re building a playground for insights. They test. They learn. They evolve.

Think of it like trying a new bit on stage: sometimes it bombs. Sometimes it gets a weird laugh in the wrong place. Sometimes it sings and you immediately know: keep that in. That’s what marketing creatives are doing too—just with different tools and stakes.

And the best part? The next test is always an improvement on the last. Even the “failures” leave clues.

III. Surprise Wins & Strategy Glow-Ups

You’d think that if you’re selling a physical product—especially something people wear—you’d need to show it, right? Like, see the bounce, feel the foam, close-ups of feet walking in slo-mo glory.

NOPE.

OOFOS tested an audio-only placement on Dawn Staley’s podcast, and it crushed. No visuals. No fancy B-roll. Just storytelling, authenticity, and the right voice in the right space. That campaign proved something big: sometimes the best channel isn’t the obvious one. Sometimes it’s the one your audience is already emotionally open to—even if you didn’t expect them to be there.

As Robyn Wysk put it: assumptions are cute until they get in the way of real connection. The audience is not static. People aren’t always where you expect them to be, and they don’t behave how you think they should. Your job isn’t to be psychic—it’s to be curious.

This is why testing isn’t about chasing perfection. It’s about being willing to let go of what used to work and lean into what’s working now. It’s strategy in motion.

Your content, your campaigns, your career—they’re not carved into stone tablets. They’re living Google Docs. Editable. Comment-enabled. Evolving.

So stop asking, “Is this the right way????” Start asking, “What happens if I try it this way????”

TL;DR for Comedians + Creators

Testing isn’t just some corporate buzzword. It’s the artistic process, dressed up in data.

As comedians, we’re already doing it. You try a new bit, watch how it lands, tweak it for the next crowd. You change the pacing, reword the punch, move the tag. You test the same five jokes in five different rooms—and every single time, you learn something.

The same logic applies to marketing. The difference? You’re not testing just the content—you’re testing the context. The platform, the audience, the mood, the format. And every variable matters.

The trick is not to take the flops personally. Harder said than done, I know.

But this module reminded me: a flop is just feedback in disguise.

And for my fellow AuDHD creatives, here’s the bonus section:

Testing can feel like chaos because our brains crave bottom-up clarity. We want to see the full picture before we make a move.

But testing is the picture. You find the clarity by doing.

If you get overwhelmed by options (hi, hello, it’s me), limit your testing variables. Don’t run 12 versions—run 2. Then build.

Create systems that remember for you. Whether it’s a spreadsheet, a Notion board, sticky notes, or yelling at your AI assistant (hey), make it external.

Accommodations are not weaknesses. They’re creative tools. Use them.

The most valuable thing you can do for your art, your brand, your sanity? Stay curious. Stay flexible. Test what’s true—not just what you’ve been told should be.

The moral of the story? You’re not supposed to know everything before you start. You’re supposed to start, see what happens, and adjust as you go.

Whether you’re pitching a campaign, telling a joke, or launching your 17th version of a sex ed project.... testing isn’t a detour!!!!!!!!! It’s the path!!!!!!!!!!!!!!! So go ahead.

Test it. Flop a little. Learn a lot. Then do it better next time.

Curious, messy, bold. That’s the way forward.

I hope this post was as helpful to you as it was to me!!!

Tchau tchau <33

[netnavigators]

Here are some tips and tricks for designing a website that attracts and converts visitors: 1. Keep it simple and easy to navigate: A clean and uncluttered design with intuitive navigation helps visitors quickly find what they are looking for and increases the likelihood of conversion. 2. Make it visually appealing: Use high-quality images and graphics that align with your brand and capture the attention of visitors. A visually appealing website also helps establish credibility and professionalism. 3. Ensure fast loading times: Visitors are more likely to leave a website that takes too long to load. Optimize images and code, minimize redirects, and use a content delivery network (CDN) to ensure fast loading times. 4. Use clear and concise messaging: Communicate the benefits of your products or services in a clear and concise manner. Use headlines and subheadings to break up text and make it easier to scan. 5. Optimize for mobile devices: With more people using mobile devices to browse the internet, it's essential to design websites that are mobile-friendly. Use responsive design to ensure your website looks great on all devices. 6. Include calls-to-action: Every page should have a clear call-to-action that encourages visitors to take the desired action. Use contrasting colors and action-oriented language to make calls-to-action stand out. 7. Provide social proof: Use customer reviews, testimonials, and case studies to establish credibility and demonstrate the value of your products or services. 8. Conduct A/B testing: Test different design elements and messaging to see what resonates best with your target audience. Use the data to optimize your website for better conversion rates. By following these tips and tricks, you can design a website that not only attracts visitors but also converts them into customers or clients. Like it, Save it, Share it ❤️ #netnavigators #theseocircle #webdesign #websitedesign #SEO #userexperience #conversionoptimization #digitalmarketing #mobilefriendly #contentmarketing #callstoaction #landingpages #webdesigner #webdevelopment #responsive #socialproof #testandlearn #graphicdesign #onlinemarketing #webtraffic https://www.instagram.com/p/Cp5etchhYD7/?igshid=NGJjMDIxMWI=

[mctyndall-blog]

I think I am addicted to posting stuff online lol 😂 One thing I have realized is I learn the most from taking action... I am no longer interested in trying to be perfect and make no mistakes... taking action and facing my fears seems to be working and I am learning so much along the way 🙂 #keeptesting #keeplearning #tester #testandlearn #mctyndall #youtube #creatorsforchange https://www.instagram.com/p/CMN2w6QFaxI/?igshid=1ujd89flcz3bz

[mynameisshani]

P L A Y   W I T H   W I N D

07.10.19_ tree weirdos blowing on bits of fabric

Sur un panel de 40 formes différentes, on en retient 8. Les huit shapes qui nous semble les plus esthétiques et adaptées à notre projet. Programme de notre après-midi : tester leur sensibilité au vent. 

_ Singapore  @ NUS School of Design & Environment

_week13

[farwiayas3-blog]

What Allianz has learnt from its test-and-learn approac... - https://goo.gl/S6d2iP - #Allianz, #Approac, #Auto_Insurance, #Learnt, #Testandlearn

[cibi1974]

tu es #intrapreneur dans l’âme @bnpparibas ? ✏️ tente de participer au prochain #peopleslab 😍

#tribudesagiles #happyscribing #intrapreneur #changemakers #transformation #testandlearn #sketchnote #scribing

[moneyhealthfinance-blog]

The ‘test-and-learn’ approach to digital transformation at “heritage brand” Lands End

The ‘test-and-learn’ approach to digital transformation at “heritage brand” Lands End

<img class="alignright size-img-medium wp-image-771242" src="https://s16315.pcdn.co/wp-content/uploads/2018/04/LANDSEND-370x225.jpg" alt="LANDS END STORE" width="370" height="225" srcset="https://s16315.pcdn.co/wp-content/uploads/2018/04/LANDSEND-370x225.jpg 370w, https://s16315.pcdn.co/wp-content/uploads/2018/04/LANDSEND-380x230.jpg 380w,…

[mctyndall-blog]

So I am learning about how YouTube works by continuing to post videos and by using #youtubestudio to review #analytics In the last 28 days 50% of external traffic came from #googlesearches #keepposting #keeplearning #keeprefining #keepgoing #testandlearn #tester #research #youtubeforcreators #creatorsforchange #document #eachoneteachone #mctyndall #youtube (at San Francisco, California) https://www.instagram.com/p/CL0YLRVFlBM/?igshid=1r51mg6lqdgom

[mctyndall-blog]

I am starting to #understand how different platforms work... #progress #keepposting #algorithm #pinterest #mctyndall #testandlearn (at San Francisco, California) https://www.instagram.com/p/CDfEBqyFv6v/?igshid=8j5gcly94yqp