It's a gloomy period, you’re not alone, sales cycles 2x longer, deals 2x smaller

Over-nurture existing customers. Easier to make business and impact from existing clients than perpetually chasing Net New

Net New? Cherish every lead, email, MQL. They're people with true pains and JTBD, not just numbers. Remind yourself this

It's usually still harder to sell a product than build a product

Got problems? Sales solves (almost) everything

Willingness to pay/willingness to use = almost always your riskiest assumptions (esp. now that everyone's building)

Attribution is so broken (multi-device + cookie policies make it 🤕) even though your models are telling you otherwise

This playbook: content> promote on paid> grab email> nurture> turn into SQL then close, is becoming too expensive

Paid channels = exploding costs (even with real time bidding)

Is organic reach dead-ish on all SoMe platforms?

SEO never dies (even though we announce it’s death every 6 months)

Email marketing never dies (Lindy Effect)

Stop changing strat/tactics every 6 months coz it’s not paying off yet. You’re not giving them enough time to perform

Consistently create content that’s authentic & not too polished (real). this drastically counter the GenAI content wave. Go punk or go home

In-person channels making a huge comeback, massive appetite

Channels I’m excited about (communities, substacks, founder-led content, livestreams for b2c, physical events, offline marketing)

Long-termism wins

Deep work = a competitive advantage

Basic human psychology still and always applies. We are driven by fear + hope + comfort

GenAI is turning content into a commodity… user experience and ‘Good taste’ are everything

Audience/community, capital, data, scale are the only moats left

Convenience decides almost everything your clients/prospects do

People’s attention spans are not dying (long form content never did so good), you’re just bad at captivating it

Keep running 5 second tests

Flip your wow…how many steps/time/actions do you require users to do before they get the WOW! of your product/service? Reduce it by 90%

We need much more Via Negativa = “the art of what not to do” = not what I can ADD to improve something (features, campaigns, tasks) but rather what I can REMOVE (remind weekly)

The pareto principle (80/20 power law) is a fractal law = also a 64/4 rule: 4% gets you 64% of results and so forth. Find that 4%

Most founders, marketers, product owners (bit less) and commercial people are still not financially literate enough beyond CAC and CLTV (margins, ebitda, contributions to overhead, capex, etc etc)

GenAI is not just hype, you just don't get it (https://lnkd.in/eqmSEPem)

Customer journeys = messy messy messy

Start running synthetic customer data with (Synthetic Users)

The higher you go the less you know. Can't run a business if you don’t spend time in the trenches/details and even more time talking to customers (weekly)