The Customer Acquisition Pricing Parade — David Perell
On the internet, where attention is bought and sold like a commodity, the scarce resource has shifted from attention to trust.
The first theme is to be very scrappy. Good content does not need to cost much money — many of our best posts and videos cost very little. Closely related to this is a high output. When content is cost-effective, you’re able to make more of it. This is critical because you won’t learn very much doing something only a few times. It takes many dozens of times to refine the template to perfection — and indeed this is what we offer our advertisers: a refined social format, forged by dozens of prior failures.
Hire great people, and then trust them completely. Default to trust, and then let anyone go who doesn't live up to that trust.
The list of tools that top DTC brands are using today
Young workers are likely to ask for a promotion after just one year
A lot of people talk about Instagram being the mall of our generation and I buy into that.
Such a neat concept for how leaders influence their teams
1. Being grease instead of glue
Not sure I fully agree with the anti-README angle (I have done READMEs in the past), but I do like this sentiment
If you want to build trust, you do that by showing up, talking to your team both individually and as a team, and behaving in an ethical, reliable manner. Over, and over, and over again. You don’t get it from writing a doc about how you deserve their trust.
A world class team and an authentic brand that resonates with consumers can take a seemingly uninteresting market by storm.
Just setting the KPI isn’t enough, though. These 3 things need to happen:
The team needs have a sense of ownership over the KPI.
If they don’t feel like they own it, they will view it as someone else's problem.
Every single person on the team needs to understand the KPI and have easy access to viewing it.
lean was an answer to a specific problem, one that most entrepreneurs still face and that ebbs and flows depending on capital markets. It’s a response to scarce capital, and when that constraint is loosened, it’s worth considering whether other approaches are superior.
I keep my 1:1s pretty casual and conversational. Our team is majority remote, so for me, these meetings are as much about building relationships as they are about checking in on projects, performance, and career aspirations.
1 - How were you brave today? 2 - How were you kind today? 3 - How did you fail today?
“The goal isn’t credit. The goal is change.”
– Seth Godin
5. If you’ve hired people you trust (and if you haven’t, why not?), trust that they’re working.
A real strategy involves a clear set of choices that define what the firm is going to do and what it’s not going to do.
For (target customer)
Who (statement of need or opportunity),
(Product name) is a (product category)
That (statement of key benefit).
Unlike (competing alternative)
(Product name)(statement of primary differentiation).
Managers would often complain to me about an employee or someone in another department. I'd always say, "Have you told her yet?"
If both our friends and our news sources most likely reflect our existing beliefs, we risk living in a full-body filter bubble.
Flexible tooling: Adoption of that mindset, though, is a lot more important than adoption of any single tool. “Just let everybody have their own specialized data tool. There is no one solution.” Her team uses Looker; other teams might find that something else works better for their analytics. “I hear people say, ‘Wouldn't it be great if we all used Looker for everything?’ There's no amount of time in the world for me to build enough Looker capabilities, even customizations, to answer questions as well as, say, Amplitude for the product team. So let them use the tool that works for them.”
Marketing’s role is about recommendation
doing the right things is more important than doing things right
what has emerged in the paranoia of everyone thinking social media only works when you spend money, is a lack of hustle and a lack of understanding that great content, especially when amplified in subtle ways, can be unbelievably effective.
It got my attention, not my interest.
Put differently, it got my lizard brain to look but kept my thinking brain peacefully sleeping and my heart beating a slow, steady, uninterrupted pace.
Put differently still, it got 51K unique views and 1600 email addresses. A 3% conversion rate. Pretty solid, actually.
And that speaks to the problem of looking at conversion rates only when we’re measuring lead-gen pages. Because, in the case of the MoneyLab.com/Email page above, those new subscribers didn’t sign up to receive value. They signed up largely out of morbid curiosity. And partly out of being nudged to do so repeatedly. So a 3% conversion rate doesn’t actually mean much at all – in this case or on many lead-gen pages.
What matters – and what you’ll actually be measured against as a marketer – is not how your list has grown but how your business has.
^^ the factors of 10x content
I believe it is critical to have the courage to test big. If you spend all your time merely trying to optimize things you already know work, you likely will not achieve exceptional performance.
LICE makes everything nice. :)
It’s the difference between giving someone a jigsaw puzzle or a blank canvas. Even if both capture the same scene, the process and end results are distinctly different,” says Montulli. “In the first case, the parameters are set; the challenge is about execution and assembly. In the second, framing and addressing the task is as creative as the outcome itself. In this case, you’ve been moved closer to the problem, not just charged with assembling the solution
Your Salad Lunches are Killing American Leather
we’re the last people in history to know life before the internet,
Play Ugly, Play Often, Play Different Songs
A 1.3X roofshot per quarter is a clever way to achieve the equivalent of a 10X moonshot in less than 3 years, with the added bonus of giving you a 30% improvement in the first 12 weeks!
I care about taking three pages and turning it one page. Then from one page into three paragraphs. Then from three paragraphs into one paragraph. And finally, from one paragraph into one perfectly distilled sentence.
Buffer is the epicenter of my operation. Everything I post is flowed through Buffer, so I know that nothing is posting twice or getting lost in translation