Video Why It’s Not About Efficiency

The obvious thing to say when times are tough is that it’s all about efficiency. Nobody wants to be inefficient with their marketing, right? But it’s not that simple. So-called efficient marketing doesn’t deliver the impact or the scale you need to achieve your growth goals. It’s not an unlock.

What we need to optimize for is precision. That will give us efficiency as a natural byproduct as well as greater impact. More precise insights lead to more precise hypotheses. Which lead to more precise experiments. And more precise learnings. More precise messaging. And so on…