Trying to understand what a company thinks they need to accomplish compared to what they actually need to accomplish is not an easy task. That's where Dan McGaw (@danielmcgaw), CEO of Effin Amazing, comes in.

On this episode of Intended Consequences, we're talking about ICE Framework - what it means and how marketers can apply it as they experiment.

Dan and his team identified that a missing component of this framework was Velocity, or the speed at which a test can be completed with statistically significant results.

Hear how Dan applies this VICE model to everything from his clients' marketing projects to hiring new candidates on this week's episode.

Resources and links discussed:

• Follow Brian on Twitter @bmassey
• Follow Dan on Twitter @danielmcgaw
• Learn more about Effin Amazing
• Learn more about Conversion Sciences