There's no way to say for certain whether an idea is good or bad until you see how customers react to it, writes Andy Sheats, co-founder and CEO of health.com.au. "One way you can do this is through split testing, pitting the status quo against a new idea," he notes. In some cases, you may discover that customers simply don't respond well to a great idea, but it's important to accept that data, he writes.

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