Ray Cao: belief

Transcript context

…One last question here. You do planning, you have OKRs. Just briefly, how often do you all do planning? Is there a yearly plan that you put together and then a quarterly detailed plan? Yeah, we do have annual planning cycle, but I have to say that our annual planning cycle is the baseline. We often do a lot of iterations in the middle of the year and also on a quarterly basis that we're able to pivoting really nimbly to really catering to the things that we see in the market. Some of the longer term strategy won't change, just like the platform we want to always creating, inspiring and also frictionless and immersive experiences for users. This won't change, but anything into the core of how do we realizing that you're always a consistent experiment over there. I cannot speak for the user product side, but at least from advertising product side that this is always the approach we're taking. And for the go-to-market part, that's also creating a very different behavior for us because oftentimes if we have a solid and kind of a static product roadmap, you can do go-to-market relatively easy, I would say, because everything is planned. But with a environment like that that basically make the go-to-market and also the product feedback loop much more short and faster. So there's a lot of, I would say, pressure or actually put it nicely, there was a lot of innovative things that on the go-to-market side. Also on the sales side, the company or the teams need to actually do to make sure that we're able to catering for that. But again, this is a teamwork rather than only one side of the work. So far so good, I would say. A lot of things that we've been able to achieve within the past couple of years has been already proven that this approach has been working for us, but not necessarily they're always is perfect already, always room to improve, to make sure that we have more structural approach as well so that the market able to keep the pacing with us. We don't want to overwhelm our advertisers or our users either. So that's also the other part that we need to continue optimizing, too. Okay. Let's talk about a different topic which is being successful on TikTok. So the way I think about it in my head is, there's how to be successful is just a regular human creator person. How to be successful as a business, trying to just create viral content and then being successful as an advertiser, which I know is where you spend a lot of time. So let me just ask, is there a tip you could share for someone to be successful, say aka go viral on TikTok? I imagine your answer will be just produce something people love and want to share and like. But I guess is there anything that could be tactically useful when you're creating content in TikTok to help you go viral?…

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