Lenny Rachitsky: belief

Transcript context

…That's a really great example. And so the question becomes, as a company and as a brand, do you arrive at those learnings anecdotally by accident? Is it the brilliance of one person on the team that the whole brand is predicated upon in terms of performance? Or do you put a very rigorous structure around testing and the iteration of assets and how to determine whether something works over another thing that is a process that yields the outcomes that you're looking for? And so a lot of times with agencies, people talk to us about the obvious hard skills that we have, but the soft skills are around process that can be deployed, that can actually be the difference between being highly sophisticated or unsophisticated. Internal teams do this too, but that Airbnb example is a great illustration of how if you put the right testing in place, you can yield an outcome that becomes an unlock for performance. Getting even more tactical with that idea of testing a bunch of creatives makes me think about a story from chatting with a guy from Wish who's had a growth at Wish about how they uploaded hundreds of variations. And I think Wish is the epitome of the opposite of brand highly polished ads or it's just the most ridiculous looking product with just banners and numbers and prices and crossouts and all kinds of stuff, just anything that would take to get people to click. Is there a tool or process that you can point people to to help them do this testing on creatives or is it mostly built into the existing tools now and there's nothing really fancy about it? We get asked this a lot and I think there are tools for different types of functions that we undertake in the process of running paid acquisition for different brands, but these days most of the testing that we do is within the channels themselves. So Meta ads, Google Ads, I keep touching on those two specifically because they're the most advanced in my opinion. They're really powerful. The good news here is that you don't necessarily need some exotic tool to do sophisticated creative testing. You can do it in platform and you can use the structure that I just kind of outlined as a starting point.…

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