Butt why?

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Working on digital projects, it's too easy to get caught up in the 'how' and 'what'—tinkering with tools, chasing deadlines, or juggling clients—while the 'why' quietly sneaks out the back door.

This oversight can leave even the most talented creative freelancers feeling like hamsters on a wheel: busy but directionless.

So, how do you move forward with purpose and clarity?

I tackle the common pitfall of losing sight of the bigger picture with an experimentation mindset.

Not only to restore focus but also to turn challenges into opportunities.

By adopting a hypothesis-driven approach, you too can transform from task-doer to problem-solver, ensuring that every pixel placed and every line coded contributes to a meaningful goal.

Let's explore how this can change your game.

Understanding the Experimentation Mindset

At its core, the experimentation mindset is about embracing the scientific method: proposing a hypothesis, conducting experiments, observing the outcomes, and learning from the results.

This approach encourages creativity, strategic thinking, and resilience—qualities every freelancer needs in spades.

Why it's a game-changer:

• Focuses efforts: You invest time in what matters, guided by clear objectives.

• Drives innovation: Regular testing of new ideas keeps you ahead of the curve.

• Builds confidence: With data backing your decisions, you present your work with conviction.

• Fosters growth: Every outcome, whether success or failure, becomes a learning opportunity.

Taking Action

Transforming your approach to projects doesn’t have to be daunting. Here’s how you can start applying an experimentation mindset today:

1. Set Clear Objectives.

   • Define what success looks like for each project.

   • Ensure objectives are SMART: Specific, Measurable, Achievable, Relevant, and Time-bound.

2. Formulate Hypotheses.

   • For each objective, propose a hypothesis.

   • Example: “If we simplify the navigation, user engagement will increase by 15% in one month.”

3. Design Experiments.

   • Plan how to test your hypotheses.

   • Decide on metrics, tools, and methods for collecting data.

4. Analyze and Learn.

   • Review the data to confirm or refute your hypotheses.

   • Draw insights and adjust your strategies accordingly.

5. Iterate and Evolve.

   • Use your learnings to refine your approach.

   • Keep the cycle of experimentation going, building on each success and setback.

Imagine presenting your projects not just as collections of completed tasks but as strategic endeavors that achieve specific, measurable outcomes.

Your clients don’t just see the what; they understand the why and how positioning you not just as a freelancer but as a valued strategic partner.

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Overcoming Objections

• “Experimentation is too time-consuming.” Not so. It streamlines your workflow by focusing your efforts where they count.

• “I’m not a data scientist.” You don’t need to be. Simple tools and a basic understanding of metrics can get you far.

• “My clients won’t care about the data.” They will when they see how data-driven insights can boost their bottom line.

Actionable Items to Get You Started

• Audit your current projects: Identify where a lack of direction might be holding you back.

• Set one clear objective for each project: Use the SMART criteria.

• Propose one hypothesis for a project you’re working on right now.

• Choose a simple experiment to test this hypothesis. It could be A/B testing a webpage, trying a new content format, or changing a call-to-action button.

• Decide on a metric to measure the outcome of your experiment.

• Review the results after a set period and decide on your next steps.

By implementing these steps, you’ll begin to see your projects—and their outcomes—in a new light.

You’ll become more than just a freelancer; you’ll be a problem-solver, an innovator, and a strategist.

And that’s something worth getting up for in the morning.

Butt why? Isn’t just a question; it’s a reminder. A reminder to always seek the purpose behind the action, the strategy behind the task, and the insight behind the data. S

o, the next time you find yourself lost in the details, ask yourself, "Butt why?" and realign with the bigger picture.

Your projects, your clients, and your career will thank you for it.

Let’s not just do digital projects.

Let’s make them meaningful, measurable, and downright magnificent.

Start today, and let’s revolutionize the way we work, one hypothesis at a time.

With kind regards,

Philip Wallage — philipwallage.com
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