Yuriy Timen: preference

Transcript context

…So in your experience, is it smart to focus on one and then expand down the road or try them all see which one works best? How do you advise companies think about these options? I would say focus paired with rapid iterations, right? With limited resources. Naturally you have to practice some form of essentialism and ruthless prioritization, but at the same time, the clock is always ticking. You can not burn. That there is a finite number of tries that you have at finding what works, right? What's going to help you unlock the next level of growth, get to the next funding round, extend your runway. And so I think either one taking to an extreme focus or trying multiple things is not a good thing. And just in case, it's not obvious if you focus on one thing and it ends up being the wrong thing, you've wasted really valuable time and now you have so much less time left to find something that does work. Spreading yourself very thin oftentimes in the early stage companies, it's one person who's in charge of all of growth, but they also have some other kind of responsibilities like maybe ops and customer success. If you get them to try five different things, they may not try them anyone individually fully enough, because I like to say the only thing that's worse than a channel or a tactic that you tried not working. The only thing that's worse now is when you didn't give it the appropriate shot and you pretty much surely or erroneously concluded that it doesn't work. And it's remarkable how often you find that to be the case when I talk to companies, "Oh, YouTube, we tried it doesn't work." I'm like, "Okay, can I see what you've tried?" And then you look at it and you're like, "Oh, this thing was not designed to even have a shot at working from the get go." So to answer your question, I think it's focus with some guard rails so that you know exactly when it's time to move on to the next thing. This episode is brought to you by Eppo. Eppo is a next generation A/B Testing platform built by Airbnb alums for Modern Growth Teams. Companies like Netlify, Contentful, and Cameo rely on Eppo to power their experiments. Wherever you work, running experiments is increasingly essential, but there are no commercial tools that integrate with a modern grow team stack. This leads to waste of time building internal tools or trying to run your experiments through a clunky marketing tool. When I was at Airbnb, one of the things that I love about our experimentation platform was being able to easily slice results by device, by country, and by user stage. Eppo does all that and more. Delivering results quickly, avoiding annoying prolonged analytics cycles and helping you easily get to the root cause of any issue you discover. Eppo lets you go beyond basic click-through metrics and instead you turn north star metrics like activation, retention, subscriptions and payments. Eppo supports test on the front end, the back end, email marketing and even machine learning clients. Check out Eppo at geteppo.com. Geteppo.com and 10X your experiment velocity. This might be too hard to answer in a chat like this, but do you have any guidance for how to know when you've gone far enough? I imagine there's a lot nuance and detail there. Is there anything that you could share?…

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