The Lizard Eats Its Tail: Episode 5 — Testing Isn’t Strategy: Why Mid-Market Brands Confuse Data with Insight

More tests ≠ more insight.In this episode, Brandon Keenen explores why mid-market brands often mistake data for strategy and why constant A/B testing can lead to confusion instead of clarity. If you’re optimizing endlessly but still not connecting, you might be testing the wrong thing.You’ll learn:Why testing without intention leads to “brand mush”How to test for emotion, belief, and clarity , not just conversionThe difference between tactics, data, and real strategic insightBecause testing isn’t strategy , it’s only as good as the thinking behind it.