I have been talking recently about testing, and how and what you should be testing with all your direct mail.  You can catch up on those topics here at my blog posts below.  Let me switch gears and talk briefly about another aspect of “testing”.  This is actually how all highly successful entrepreneurs view everything they do, as testing.

They do NOT see things in the context of “success” or “failure” like ordinary people do, and as a result they do not become “de-motivated” like most people do.  Most people drain all the vitality, courage, optimism and get-up-n-go out of themselves by focusing on all the things they do that don’t work out well, as a compilation of failures.

But successful people understand the powerful impact of that negative reinforcement on their own self-image (somewhat akin to the impact of pouring a gallon of toxic waste into a pint of clear water, drinking the result, and wondering why the stomach backs up into the esophagus).

Instead, they carefully organize the things they do into a series or sequence of experiments, testing options, and focusing on the ones they find that work.  And they fully expect to go through any number of experiments that don’t pan out before walking away from the lab with a winner.

This not only has practical relevance, it has profound psychological ramifications.  Just like a little tweak in thinking can make a big difference in the results of say, an ad or a flyer, a little tweak in thinking can make a giant difference in the life results experienced by an individual.  Edison said it perfectly when he was asked about his failings in creating the light bulb, "I did not fail a thousand times, I just found a thousand ways not to build a light bulb.”

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