[notyourav]

This is actually bad advice for the "marketing professional" case for two reasons in my opinion;

* Author directs his client (?) to create hypothesis out of thin air and start testing them. This is how you loose time and money. The missing step in between is observation before hypothesis creation.

* In a workplace setting, the #1 thing you should do is to ask for feedback from your supervisor, incase you feel something is wrong or you have a performance problem and don't know what's wrong.