Corporate America sent us to tons of seminars in our field so that we could learn from the experts. Of course, just like now, how we actually learned was by trying things out. In Silicon Valley, they call that A/B Testing.
My distrust of the experts finally happened during The Great Recession. Lots of professionals were losing big jobs. They were featured in top-shelf media. The experts gave the advice.
I started scratching my head. Most of the advice was not only platitudes. It was counterproductive. For example, they advised the down-and-out to network like crazy.
But, as Lee Iacocca told security analysts, nobody wants to dance with you when you're at a bottom. The financial folks wanted to know why Chrysler hadn't sought out a merger partner. Also, in one seminar I took with Dale Carnegie, the instructor put it bluntly: No one wants to network with you unless you have something to trade.
Since that epiphany during The Great Recession, I jump in and test out, on a small scale, marketing approaches. I adopt those which are effective. Meanwhile I never stop experimenting. The world continues to change. The marketplace changes. We change.