Does Marketing Optimization Hurt Innovation?

image representing innovationAn Optimizer’s Dilemma

I’ve been thinking for a few months about a post I read on the dangers of continuous improvement. Its author, Ron Ashkenas, makes several good points about how continuous improvement methodologies (Six Sigma, Kaizen, Lean, etc.) can stifle creative problem-solving and add other risks to a business.

This worried me at first, since I was trained to apply continuous improvement methodologies to improving the performance of websites and marketing campaigns. Was optimizing via testing in a continuous fashion introducing risk to my companies or clients? Continue reading