One of the reasons we love McKinsey articles is their insistence on learning to inform and guide decisions moving forward. In political campaigns, the finite timeline demands this kind of thinking. Our corporate and advocacy work is often more open-ended, so we work hard to get organizations to adopt this same kind of thinking, even if there isn't an end date to their program. The point for every organization is that they need to be learning in real-time and making constant course corrections to improve their tactics--for immediate improvement and for long-term learning. 

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Find the McKinsey article here