A Chat With January's Profile, Brendan Edgerton, vice president of direct marketing, Crutchfield Co. (Text & Audio)

I love the idea that it's an instant gratification game. You don't have to figure out how your efforts are working. I would not be good in a world where I was hanging billboards on highways and trying to figure out the viewing ratio of drive-by or living with store intercept studies. I really enjoy the ability to execute a test, either online or in print immediately, and learn from your results. You need to kind of stay humble, because not everything is going to be a success, but then roll that back into a continuous improvement model. That's what's fun about direct — it's always, I think, moving forward and getting smarter as you go.