Which is worse...

• ten cooks in the kitchen and a creative brief that is ever evolving

• absense of a creative brief and throwing everything up on the wall to see what sticks.

If i had a gun to my head I guess I'd pick throw out the creative brief and test everything, especially if we are talking about landing page testing. Rather than trying to infer your customers desires, using today's multivariate testing capabilities the fastest way to learn is to listen and watch your customer actual behaviors. A client meeting a had yesterday reminded me of the situation below.
Add Post To: | Digg| Technorati| Tip'd| del.icio.us| Stumbleupon| Reddit| BlinkList| Furl| Spurl| Yahoo| Simpy|