Risk-taking is part of any marketer’s job. No strategy is guaranteed to work.
I like to think of myself as a calculated risk-taker. Because I have TSA PreCheck and monitor my flight status from home, I arrive at the airport just an hour before my flight. I try new restaurants in town, but don’t get in the car until I’ve scoured review sites and scanned the menu.
My approach to taking risks at work is similar. Testing the latest bidding strategies excites me, but my moves are deliberate to avoid disturbing performance.
