Last year I wrote a series of Twitter threads examining some of the most successful creators, looking at aspects of their craft in a quest to seek answers to their success.

I researched David Bowie, the Saatchi brothers and David Byrne for the threads and others including Andy Warhol and Richard Branson for future output.

Whether they were musicians, artists or entrepreneurs, their drive for perfection in their craft was through trying new things, testing them and having a passion for the process.

So for writers, whether fiction or business copywriting what does experimentation mean?

• That success for most will come through exploring what stories and messages resonate with our audience.

• Whether AB testing emails or writing daily on a social platform, patience and research will ultimately pay off in the end

• Enjoying the journey. To be truly fulfilled as a writer you need to love your craft. The trial and error of creativity are part of the natural course

• Experimentation for creative individuals is an instinctive flow. Understanding the process and analysing the results for maximum benefit are skills that are honed over time

• To be unafraid of failure when something doesn't work. Having the ambition to keep going

Of course, some attribute their success to luck but these are the exception rather than the rule. For the majority, the drive to explore, try different things, analyse and observe is what made them the legendary successes that they are.