Public evidence record
Published podcast speaker
Books, apps, and tools
book / likes
“And so one that I love is Scientific Advertising by Claude Hopkins. So it's basically one of the first direct marketers that came out and he innovated on some of the concepts of copywriting and just how you sell a product around can't make this product, can't sell the product, can you tell the product will help the customer achieve their goals?”
book / recommends
“So one, I love to go back to marketers who wrote in the 1920s. And so one that I love is Scientific Advertising by Claude Hopkins. So it's basically one of the first direct marketers that came out and he innovated on some of the concepts of copywriting and just how you sell a product around can't make this product, can't sell the product, can you tell the product will help the customer achieve their goals? And so it's really fun. I find it really fun to go back in time, because there's a lot of really good first principles thinking that I think we've actually lost in more modern stuff where it's like personalization band, it's optimization, all this stuff. Where it's like how do you actually write and sell things really effectively? Scientific Advertising, it's a great book.”
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2 transcript-backed records
01 / preference
“Each of those have a civic part of the funnel they play with. But because they're measured on absolutes and they really think about that absolute value, we don't get caught into, did your conversion rate over the course of this year go up or down?”
02 / preference
“How are we building this in a way that allows for Shopify to have optionality in the technical decisions that we are making? And I think for Tobi, one of the things I've learned and so is that how, the technical architecture determines strategy in a technology company even more than the what and who we're building for.”