Minimum Viable Marketing ™ (MVM) is a new way of thinking and working that combines rapid time to market with continual improvement to create the best marketing approach. This in turn will maximise results and, therefore, return on investment. It is a way of working with the marketing mix and messages based on iterative cycles of experimentation. It works by taking ideas, quickly validating them, measuring the results, and learning from the outcomes. Improvements can then be made – adjusting or discarding ideas that under perform and focusing on maximising and building upon successful elements.