Most founders make decisions based on instinct. Sometimes that works, but more often it leads to wasted time, missed opportunities, or what we call random acts of improvement.
The Test It Theory™ is our way of cutting through the noise. It gives you a simple, repeatable process for turning ideas into small experiments, learning quickly, and scaling only what works.
Why the Test It Theory™ Exists
Running a service business means making choices every day: which offers to push, which marketing channels to invest in, which client opportunities to pursue.
Without a framework, these choices feel overwhelming. Gut feel can help, but it is biased. The Test It Theory™ helps you act faster with less risk by treating every decision as a test.
The 5 Steps of the Test It Theory™
- Name
Define the area you want to improve. For example: your website speed, your sales follow-up, or your client onboarding. - Number
Record the current performance. This gives you a baseline so you know if change really happens. - Nominate
Take a guess. Form a simple hypothesis. What do you think will improve things? - Nudge
Run a small, low-risk experiment. The smallest you can. Do not overhaul everything at once. Test it. - Note
Write the answer down. Even failure gives you valuable insights that can shape what you do next. Measure the results against your baseline. If it worked, scale it. If not, learn and move on.
How It Connects to the 9 Levers of Growth™
The Test It Theory™ underpins every lever.
- When refining offers, test packaging or pricing in small steps before a big launch.
- In customer experience, test website changes like page speed improvements before redesigning everything.
- For marketing, test one review strategy using good and bad client feedback before committing to a new campaign.
- With data, the theory ensures you act on signals, not gut feel, as we explain in data led growth.
The Test It Theory™ is not about slowing down. It is about moving faster with clarity. Instead of gambling on big changes, you take small, evidence-led steps that protect resources and build confidence.
Our Recommendation
👉 Apply the 5 steps to one area of your business this week
👉 Track the results in simple numbers, not just impressions
👉 Use what works as your foundation for growth
What to Do Next
Every business idea is just a guess until it is tested. With a number. The question is whether you will leave it to chance or follow a simple framework.
🚀 Want to see where to apply the Test It Theory™ in your own business?
Take the free Growth Scorecard and get instant insights: