Good post from Jason on the risks of pre-testing killing innovation.
For the non French speakers, the title of my post means "less tests, more balls".
As a minimum, you should have a point of view on the work before you test it. I'm amazed by how many brand managers stick stuff in a test to "see what the consumer thinks", without using their own instinct first. You end up using consumers as marketing directors.
Other examples of things that I think flopped in initial concept research to add to Jason's list:
- Bailey's Irish Cream
- Post-it Notes
- ABS brakes