Invest where the future is obvious.
That started as faster/better/cheaper via digital.
Now that is digital giving a solution, as opposed to many options.
Customer acquisition:
- Good orgs constantly experiment to figure out what works (e.g., how do we profitably get more plumbers in Indianapolis?)
- The best orgs know what needs to work, and configure the platform to do so (e.g., we must have plumbers in Indianapolis…so what do we need to do to get them?)
Is marketing just receiving inputs and doing the best they can (1), or is marketing creating inputs (2)?
Building category-changing businesses requires a “take over the world with this business” mentality vs. an A+B*C=exit mentality
Must pay attention to the external. But you must be obsessed with the internal (e.g., serving you customers)
A good value catalyst is significant change already underway (not just necessary).
If you don’t challenge the thing that’s not working, you will never get it to work. Make it work or get rid of it.
Kindness requires spending personal capital.