Boyd’s Law of Iteration: Speed beats…

From the Coding Horror Blog

This leads to Boyd’s Law of Iteration: speed of iteration beats quality of iteration.

You’ll find this same theme echoed throughout every discipline of modern software engineering:

I believe that Boyd’s Law directly applies to today’s marketing.

  • All marketing should be tested quickly and in small quantities
  • Your marketing cycle conversions work bests if you make small changes approximately in intervals of twenty percent of your sale cycle and quickly discard what isn’t working.
  • Most agile marketing approaches recommend iterations of no longer than 4 weeks.
  • Marketing stages are about failing early and often.
  • Functional specifications are best when they’re concise and evolving.

Taking a Closer look at these principles:

Speed of Iteration

All marketing should be tested quickly and in small quantities. In fact, why would you not test multiple emails one day and release an entire batch the next day. Is there absolutely any reason that we are unable to do this anymore? Another example is that headlines can be tested on twitter, blogs, etc. Small business specifically should test constantly.

Your marketing cycle conversions work bests if you make small changes approximately at twenty percent of the sale cycle and quickly discard what isn’t working. I think it is difficult for put a time frame on this when we are talking in such general terms. So, what I propose is that if you look at your marketing in five stages (as shown above), you would want to make modifications within one stage at a time or twenty percent of your total sales cycle. The important thing to remember is to keep the stages flowing and not in constant flux. Modifications should be planned. Do not hinder a stage by doing these things indiscriminately and causing flow interruptions.

Most agile marketing approaches recommend iterations of no longer than 4 weeks. Again, we must determine what you normal sales/marketing cycle is and then plan accordingly. The secret to this is to shorten the cycle through these principles removing waste and creating value.

Marketing stages are about failing early and often. Marketing is the least expensive in the early stages. As you walk through the process your investment increases so your conversion should increase and maybe just maybe hold on to a lead a little longer.

Related Posts: Throughput Search on Business901 Blog

5 thoughts on “Boyd’s Law of Iteration: Speed beats…”

  1. Thanks for brining this to light. I've noticed that it is better to get quicker changes rather than focusing in on a perfect solution. Much like like the “50% solution 100% implemented is better than a 100% solution that is 0% implemented.” The key is to make sure there are mechanisms put in place to make sure the changes can be easily changed.

    Ankit
    http://TheLeanWayConsulting.blogspot.com

  2. Thanks for brining this to light. I've noticed that it is better to get quicker changes rather than focusing in on a perfect solution. Much like like the “50% solution 100% implemented is better than a 100% solution that is 0% implemented.” The key is to make sure there are mechanisms put in place to make sure the changes can be easily changed.

    Ankit
    http://TheLeanWayConsulting.blogspot.com

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