Testing new ideas

What would a focus group have said about the title of Harper Lee’s To Kill a Mockingbird? Is it easy to understand, did you know what it’s about before you pick up the book?

What about the consumer testing on a name like Nike or Starbucks?

Some objective measures of new names and concepts are worth knowing about before you launch. Seeing what search results look like, understanding the trademark register, having insight about pronunciation and language issues.

But general “how does this make you feel” feedback on a new concept is almost certain to give you exactly the wrong feedback.

That’s because the idea isn’t going to work because it’s objectively, obviously and completely better. It’s going to work because the network effects and cultural dynamics behind it push it forward.