Test Small, Succeed Big
Never bet the farm on a hunch. Take a small garden plot and bet that instead. If it fares well, go ahead and implement the idea farm-wide. If it fares poorly, it was worth one small garden plot to find out.
That is why McDonald’s introduces new items in selected markets before going taking them system-wide. In 1985, the Coca-Cola Company could have spared itself needless expense and embarrassment had it done the same. That is also why savvy direct response marketers try their ideas for products, strategies, headlines and layouts on small numbers of people before investing in rolling them out to the world at large.
When your gut tells you that you have a hot new idea or ad campaign, try it out on a representative market sample. Put in place empirical measures as to its effectiveness. If it flies, roll it out. If it fails, be glad you approached with caution.