Most of us don’t fear being wrong.
We fear the cost of being wrong—lost budget, wasted time, reputational hits, customer frustration.

But what if those costs disappeared?

Synthetic audiences bring us closer to that world. They let you run bold, messy, even ridiculous experiments in private—where the risks are buffered, and the lessons are still real.

The upside? More daring ideas make it into the pipeline.
The downside? You might discover you’ve been holding back more than you realized.

👉 So here’s the question: Would you innovate more if the cost of being wrong was zero—or are some fears cultural, not just financial?