Mistakes. You’ve got to love them.
No really, you’ve got to love them. 

Make mistakes more often and make mistakes your friends. Unlike scientists, marketers do not deliberately try to prove themselves wrong. 

Instead, they tend to use historical evidence to prove that something will be right in the future. Big difference. 

Scientists, work on the basis that only through making mistakes can you disprove a hypothesis and that the more mistakes you make the faster you will get to something approximating the truth. Relevant example?

Google has stated that it will invest in projects that have a less than 10% chance of success. Why?

Because they honestly don’t know where some things will end up. They do, however, know that failing often and failing fast is one way to beat the competition.