[dclowd9901]

I kinda take issue with his thesis:

"Every idea that you have is worth testing, no matter how crappy you think it is."

It took him all of 45 seconds to put that new test ad together. That is a very, very small time investment, thus making such a test worthwhile.

For instance, if one wanted to create some sort of live-action commercial with actors, lighting, equipment and CG, and test it as an ad, the investment of time and money would be so great that negative results would be disastrous.