The Fudge Factor
I first heard of the fudge factor was when I studied calculus. If you know what the answer should be but you can’t get it when you solve the equation, you introduce a number, a fudge factor, that will make it all work out. Of course, I didn't learn this from my teacher, but it occurs to me that it describes the role I play in marketing equations. A client may know what the answer should be and what the path to it should look like, but misses a key element, often just a look and feel or a color scheme, that will make it all work. Tobin Creative provides the fudge factor.