When someone asks, "Do you have any case studies and rules of thumb from my industry about how someone in precisely the same circumstances did x and got y," it's pretty clear that they seek reassurance and a promise of certainty.
But all the good stuff comes from leaping. From doing the things that might not work.
By Mr. Godin. And as usual it brings me to say, truer words were never spoken. Now, if only everyone in the marcomm and advertising industry would pay heed to it.