If you’ve read the Innovative Brand or have been an internet marketer for some time, you are familiar with the idea of testing and using data from those tests to inform how you refine and execute marketing in the future. However, some brands use testing as a safety blanket to avoid actually doing something big, trapping themselves in a loop of small tests and never actually betting big on an initiative. To avoid this, establish the crossroads for your marketing from the get-go. Know at what point you will have answered the right questions to truly decide what you go big on.