Direct marketing is all about finding out what works. Much of the time this puts us in the position of finding out that some idea we thought up, cherished and defended fell flat when given its real-world test. And that's OK. The thrill of learning trumps any disappointment.
Besides, every time I find out I'm wrong about something, it's an opportunity to get it right. Which is an opportunity for personal growth. That's something I hope never to be done with.
I thought of Michael Shermer, who said, "I am a skeptic not because I don't want to believe, but because I want to know." Amen.
Incidentally, her husband took no umbrage, either. He readily admitted to needing to be right all the time. I had to compliment him at being so humble about his dogmatism.