As companies grow wealthier, they increase their marketing budgets. The most experienced marketers often resist trial and error because they feel obliged to spend the funds on running ads that show instant results to management. That’s how they stay relevant and secure their jobs.
Inspired by @nnTaleb:
“As countries get rich, they start increasing education, and the very educated people tend not to like trial and error because they think they’re obligated to use the body of knowledge they have.” — Nassim Nicholas Taleb
Seth Godin says: “If you want a marketing head, you need to give them the freedom to actually do marketing.” The reason the tenure of a CMO at a big company averages about 18 months is that it takes a year and a half for the boss to realize that pain-free, risk-free, easy miracles aren’t arriving on schedule.