Experiment - and it will lead you to the light.

The apple on the top of the tree is never too high to achieve.

So take an example from Eve.

Experiment - be curious.

Though interfering friends may frown.

Get furious, at each attempt to hold you down.

If this advice you always employ, the future can offer you infinite joy, and merriment.

Experiment - and you'll see.

Are you beginning to think about 2008 planning and budgeting? What portion of your marketing communications budget is allocated to experimentation? We have a multitude of new channels available to us as business-to-business marketers to attract, interact and engage prospects and customers. What are the “new” things that you are going to try in 2008?

Now is the time to take 10% of your budget and allocate it to something you have not done before. If you haven't activated a search engine optimization program, that would be a good start. If you have, think about stepping it up to a search engine marketing program. You can also seek out your industry's popular blogs and communities of practice and ask yourself how can we participate?

Remembering back to high school science class, experimenting means setting objectives, measuring results, analyzing what we learn and making course corrections.
So you must start by asking yourself, what are we trying to accomplish? You'll need to spend the time to observe and analyze the outcomes. And because you have done that  you'll be able to make adjustments that lead to continuous improvement of the effort.

Not into experimenting? I'd venture to say one of your competitors might be. Behavioral research is telling us that your customers and prospects are experimenting with receiving information via these new channels. They'll be looking for you, will you be there?