No, you don’t do it wrong on purpose. But admit it. Your marketing campaigns aren’t perfect—nobody’s are.

If you can accept the fact that most of what we try is wrong, then it makes sense to have your Plan B ready.

And when do you use Plan B? When your customers tell you to. If you listen to what they have to assay and watch what they do, they’ll let you know how far off you are.

And then you change it. Fast. You try something else. It might work or it might not, but if you keep trying, something will. It sounds simple, but it’s the way Amazon, eBay and others create their successful experiences. You can do it, too.