Grant Lee: belief

Transcript context

…Cool. On that last piece, is there anything else there for people that are starting to explore performance marketing, essentially Facebook Ads, Google Ads, all these other platforms, is there anything else that you think might be helpful for people to hear or learn just to get started down this road? I would just have two recommendations. One, going back to my initial piece of advice, which is don't invest until you have word of mouth. Don't fool yourself into thinking that you'll solve other problems by just starting to ramp up a performance marketing program. Just get the word of mouthpiece first, so that you're coming into this program with some tailwinds and then start ramping it up. The second piece is: set some constraints. You don't want your product to be at a point where more than 50% of your acquisitions are coming through paid acquisition. I think if that is happening, your core growth engine is broken. And it feeds right back to point number one, which is if your core growth engine is broken, you just have this leaky bucket. You're trying to spend so much money building top of the funnel, people are not making it all the way through. Something else should be fixed before you really try to dial it up. And it doesn't mean you don't spend a little bit of money, but just don't dial it up until you feel like your core growth engine is actually working. When you said the first point about wait until you have word of mouth before investing in performance marketing, is that essentially a large chunk of your growth should be coming from word of mouth, direct, organic?…

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