PART 4: BECOMING TRULY SCALABLE

The Revolutionary Key to Profitable

Scaling & Growth in eCommerce

Truly Scalable · Page Four - The Revolutionary Key to Profitable Scaling and Growth in E-Commerce

HERE'S SOME CONTEXT.

Part 3: Why The Traditional Philosophy of Mediocre Marketing Destroys Your Ability to Scale Profitably

The traditional methods of taking a tunnel-vision, shortcut-oriented, lowest-hanging fruit approach to marketing that excludes most of your prospects, ignores contextual business data and sacrifices longevity and profitable performance – is not cutting it anymore. You can't just obsess over ads alone and reach peak profitability or performance in your business.
Mediocre Marketing is dying. It ignores the most critical elements to building a brand that can stand the test of time. This school of marketing and scaling will no longer be enough to overcome the significant and numerous market, channel and platform challenges facing eCommerce brands now.

Direct-to-consumer isn't dying and neither are Facebook ads. BUT growth strategies– especially those that lean heavily on paid social– have
stopped working for any eCommerce business whose scaling architecture is weak and lacks the right contextual data to tell the real business story.
To make a breakthrough, you're going to have to first realize that architecting, analyzing, monitoring, and optimizing your marketing channels in a silo isn't going to cut it anymore. Neither will continue to subscribe to the notion that your ad accounts and your website contain the only levers that need to be pulled to improve your paid traffic performance. Then the key to scaling and growth (which we'll get into now) comes a lot easier.

With the rise of internet marketing gurus, microagency evangelism, and passive income proselytizing came the emergence of an era where build-it-fast, quick-and-dirty, get-something-outta-nothing marketing took precedence over stability and longevity.

And not only were they taught as though the former would lead to the latter–since they seemingly believed the economics of yore would last forever (hello again, shortsightedness!)– but neither marketers, marketing managers, CMOs, nor founders were taught how to see the forest through the trees and connect the dots towards a business that would stand the test of time.

And when those tests emerged, like Apple updates, a recession, and mounting inflation: it showed.

eCommerce companies all around the world have unknowingly built imbalanced, disjointed marketing and advertising programs that:

ignored critical business context,

misaligned with the realities of operational capacity,

made short-sighted decisions off of surface-level KPIs,

took business-breaking shortcuts that sucked the oxygen of success right out of the room,

featured channels, teams, and agencies operating independently and cannibalizing efforts,

and overall gave consumers underwhelming, frustrating experiences pre- and post-purchase that they didn't soon forget.

But there's a reason why these practices have been normalized and are so prevalent in the industry today.

Mediocre Marketing is not only sexier, it's a lot easier to teach and to implement. Even if it no longer actually works.

It's rife with hacks and shortcuts, lauds speed and swiftness as the top priority, glosses over mission-critical datapoints both quantitative and qualitative, and puts the onus on the founder to handhold low-level talent with the fervent prayer that their work will be just good enough to get the sale and fulfill at the bare minimum.

It's a great practice for people who lack time, money, and/or teams and have been taught they can get away with prioritizing short-term moneymakers over more lucrative, long-term plays.

But those who are still subscribing to these marketing practices and principles are now getting sideswiped out of the market, because it also leads to very little attention paid to operational or departmental signals that can predict success or warn of impending doom.

That doom has arrived for many. And I hate to break it to ya, but...the bloodbath is just beginning.

Because failing to understand exactly which buttons and levers all the way across your your business impact profitability and marketing efficiency and how they work together is the singlemost detrimental obstacle to profitable scaling and growth.

Lemme say it louder for the founders in the back:

Failing to understand exactly which buttons and levers impact profitability and marketing efficiency and how they work together– is the singlemost detrimental obstacle to profitable scaling and growth. Full stop.

YOU END UP WANDERING AIMLESSLY ACROSS THE FROZEN ARCTIC TUNDRA THAT IS THE GROWTH SPACE, WITH ONLY A LIGHT JACKET, A DYING CANDLE, AND A PRAYER...

Searching for a guiding light and coming up with only decoys and illusions...

...because you're looking for solutions without knowing, on a deeper level, exactly what the data says your business actually needs and what specific levers and microlevers need to be pulled (and how) to make it all work again.

Growth strategies you glean from stages, conferences, webinars, courses, any other delivery mechanism that serves a large group of people, by virtue of the mechanism itself, must be designed to work for the hundreds, thousands, or tens of thousands, in the room. They're optimized for the most generic use case, with the idea that it will work for the greatest number of people possible.

What ends up happening, in reality?

THEY WORK FOR VERY FEW.

Now, some strategies just don't work for anyone because they're just terrible strategies, period. But to be fair to coaches, consultants, and marketers, many strategies don't work simply because they were the wrong strategy or approach for that particular use case or model.

See, what most people overlook is that every brand has its own unique set of obstacles, challenges, assets, teams, environments and other elements that require optimization or that need to be present in order to cross what I call the Power Threshold.

That's the tipping point where a business has just enough of their ducks in a row in a host of categories to be able to implement a given strategy and see success from it.

When a strategy or implementation doesn't work out, you blame the agency/marketer/guru for being bad at what they do, they blame you because they've seen it work for someone else and well, deflecting blame is what they're taught to do. But the truth of the matter is this:

It's often the operational and marketing infrastructure of the business that's playing a pretty significant role. The channels and their performance, tech stack, content, offers, retention stack, product costs, means of leveraging data, operational expenses, cashflow, and more.

As I mentioned in earlier chapters, I call this your scaling architecture.

When it comes to most thought leaders, gurus and coaches:

No one is diving deep and asking a litany of questions about your business before they dole out advice or recommendations.

No one considers the existing architecture before engaging with an eCommerce client or hiring a marketer, team, or agency.

No one considers the existing architecture before giving or accepting a marketing strategy.

No one considers the existing architecture before spending money, effort, energy, and time on implementation of any given strategy or approach.

Because there are only so many hours in a business owners' day. And no one's is really telling founders that prioritizing a strong architecture itself is the key to successful implementation of nearly any marketing and advertising strategy. Why?

Because to do so would almost instantly suffocate the growth of a coach's own business.

Because considering and optimizing the architecture of a business? Isn't always sexy. It isn't always exciting. And if most founders knew that off the bat when they just got started, they'd run away from entrepreneurship altogether. Screaming.

And those gurus, coaches, and consultants on the emerging brand side of the industry would see their revenues tumble virtually overnight.

Remember, those who subscribe to Mediocre Marketing prioritize increasing their revenue as fast as is possible, which means they have to acquire more clients, students, and customers than they lose. And most founders are in the same boat with their own businesses; they want to grow and scale fast. So everyone's in such a hurry that they skip a step...

...or three.

But those are extremely important, wildly lucrative steps, ones critical to smooth, successful, consistent, profitable growth and scaling.

So what do I mean by "considering the scaling architecture"?

Mediocre Marketing is designed to find the fastest way to drag enough prospects to the finish line using the least amount of brainpower with as little heavy lifting as possible.

And if the brand would be better served by a more robust retention marketing program, a longer post-purchase flow, optimization of social media pages, cost-cutting operational expenses, and a different set of marketing angles onsite first before running paid traffic, for example?

To most media buyers, it's irrelevant. They'll take your retainer anyway, without any mention of this stuff.

If the brand would be better served recalibrating their unboxing experience, product, or pricing to make their influencer marketing program more appealing to influencers?

To most influencer marketers, it's irrelevant. They'll sign you on anyway, without saying a word.

If the brand's expenses have ballooned so much that they would need a 12x ROAS in order for the business to be profitable but they're currently at a 0.8x?

To most marketers, it's irrelevant. They'll take your money anyway, and leave you to learn the lesson...the hard way.

Most are not even asking about any of this stuff because they consider concerning themselves with this "out of scope", and most founders and decisionmakers don't know to evaluate this before making a hiring decision or before giving any given strategy or initiative the greenlight.

92% of those I've asked about this say they don't even know how. Like I said before, most brands are flying blind.

So, of course, paired with the quality of the strategies themselves and the dying school of Mediocre Marketing they were built from:

It's no wonder so many of the growth and scaling strategies out there haven't been working for you lately. It's no wonder you've been hopping from agency to agency, marketer to marketer, strategy to strategy, and platform to platform.

Mediocre Marketing was fine for a while, but as we've now learned... it's begun to drag founders and their companies under the current.

But there's a silver lining:

You don't have to choose

BETWEEN SPEED AND PROFITABLE SCALING AND GROWTH ANYMORE.

Wild, right? Can you imagine?

Mediocre Marketing is quickly becoming a losing path and brands who wisened up and sought a different approach to evaluating, running, and growing their companies are running at the head of the pack.

Because there are proven alternatives, you can actually unlock profitable scaling and growth across the entire business by abandoning this non-inclusive, shortsighted, disjointed model that's unknowingly had you flying blind and instead, adopting a new paradigm that shifts the focus from myopic, shortsighted, rushed-through marketing to developing a holistic scaling architecture engineered to virtually remove all the commonly-known barriers to scaling.

That way, when you turn on the faucet that is paid traffic, influencer marketing, social media marketing, PR, or any other acquisition or prospecting marketing method, the thing practically scales itself.

Ready for another paradigm shift?

How about instead of asking yourself, "how do I get [insert any given marketing channel here] to scale in this climate" we start with an entirely different question...

"How can I architect an eCommerce business that allows me to scale in any climate?"

Once we know the answer to this core question, the marketing and advertising cogs in the brain of your business move like clockwork, you won't have to bat an eye at market conditions, platform hiccups or data privacy changes, and you'll regain complete control of the trajectory of your business:

Identify the true current state of your entire business– it never is what you think. That means peering into the nooks and crannies of your marketing, advertising, operations, and teams against the key indicators for profitable, smooth, and seamless scaling and growth.

Now that you have a holistic view and can clearly see your biggest opportunities for maximum scaling, methodically implement only the marketing and operational strategies that will move the needle the most in your business, in only the ways that make sense for your business, by leveraging data and insights across other channels that you’ve already put in the time and money to get.

Build out dynamic attention sequences, gamified mechanisms, offers, nurturing sequences, landing pages, and repurchasing sequences across paid traffic, influencer marketing, and/or social media that work in sync together and model inclusive marketing, meeting people where they are and reflecting the various ways they each resonate, consume information, and make purchase decisions.

THEN SIT BACK AND WATCH THE MAGIC UNFOLD.

When we first began making this paradigm shift and were BLOWN AWAY with the RESULTS we were getting, we began sharing this holistic approach with our consulting clients.

Not only did scaling eCommerce companies become a lot simpler, a lot more structured and process-driven, and a lot smoother for these founders, but also–

Conversion rates skyrocketed, in some cases tripled.

Companies' revenue increased by double and triple digits, year after year.

Profitability for the business either remained consistent or increased, even as the brands grew their teams.

Teams had clearer marching orders and performance across channels increased by double-digits, across the board.

Brands could still scale Facebook ads profitably, even in climates where other brands were pulling back on ad spend.

And best of all, even when policy changes hit, algorithms shifted, teams and talent changed, or any particular channel experienced volatility for any other unforeseen reason...these brands could still scale and scale profitably.

Whether they were doing 10.7x ROAS or 1.7x ROAS.

THE BRANDS HAD IT TOGETHER, NO MATTER THE WEATHER.

THIS IS WHAT IT MEANS TO BECOME TRULY SCALABLE™.

Truly Scalable brands emerge ready for maximum-profitability scaling and growth using paid traffic and are virtually bulletproof against economic, market, channel, and platform volatility. Because the architecture of their business has been recalibrated to support it.

These results came in after the Apple update, post-pandemic, amidst inflation and recession woes:

That's $942,128 off of $61,911 in spend, for a ROAS of 15.22x. This feminine products brand also increased their profitability across the entire business by 72% in the same 3-month period.

It turns out the secret to profitable, seamless scaling and growth–the key to a brand that stands the test of time and outlasts any drama in the market– isn't really a secret after all.

When you understand exactly what levers to pull in your business to help your acquisition efforts hum along, and you back up an inclusive marketing approach with a the kind of scaling architecture that enables your brand to win with strategy after strategy that's actually tailored to your products, your audiences, your teams, your channels, the assets already at your disposal, and other elements of your own business...

...scaling and growth becomes virtually foolproof.

The only reason why so many people are losing today is that the architecture of the business–across marketing, fulfillment, and operations– has been cobbled together with paperclips and duct tape that comes from making the wrong decisions off of the wrong data, disjointed marketing and team efforts, and shortsighted marketing.

And any stiff breeze and the whole thing could come apart. Algorithm or policy changes on platforms, market trends, economic uncertainty, the wrong decisions made at any of the oodles of decisionpoints that could impact how efficiently you're able to scale and grow.

But when you can finally see the forest through the trees and you're able to use data to give an accurate business story...

...you can seamlessly and confidently make methodical and strategic improvements to your business to strengthen its infrastructure across product, offer, retention marketing, paid traffic, operations, and departmental systems and teams, you gain one heckuvan unfair advantage.

Let me show you what I mean by walking you through a model we architected for an eCommerce beauty brand.

WE THREW NON-INCLUSIVE, MEDIOCRE MARKETING OUT THE WINDOW.

NO MORE DISJOINTED EFFORTS ACROSS CHANNELS.

NO MORE TEMPLATED CREATIVE THAT DIDN'T STAND OUT.

NO MORE DIRECTIONLESS, SPAGHETTI-AT-THE-WALL MARKETING OR OPTIMIZATION.

NO MORE DECISIONMAKING OR EXECUTING IN A SILO.

NO MORE MARKETING ROLLED OUT WITHOUT CONSIDERING OPERATIONAL KPIS.

Only strategies we knew would move the needle, based on their business data. And that data told us they needed to make some stark changes across marketing (like improving their first-order profitability, market resonance, and shortening their time to repurchase), operations (like strategies to lower their variable costs, shorten their cash conversion cycle), and within their teams (like replacing their CMO, who we evaluated and saw they clearly didn't know what they were doing).

We got right to work.

HERE ARE THE RESULTS:

11.98x ROAS. Over $1 million in revenue. And we tripled their clickthroughs, to boot. And we'd only just gotten started.

Best of all, because we optimized the entire business and scaling architecture instead of being singularly focused on Facebook ads, for instance: once we eventually turned our attention to paid traffic and focused on inclusive marketing, the entire machine hummed like a Maybach fresh out of the factory wrapping.

*chef's kiss*

See, it doesn't matter how well you know your customer, or how cool your advertising is, if the scaling architecture of your business is not sound enough to actually support scaling acquisition initiatives like paid traffic and influencer marketing.

In order to get to where you want to be, you first need to understand where you actually are. This is exactly where this entire approach to scaling and growth begins.

This approach ensures brands can not only achieve and maintain the emotional resonance, loyalty, ambassadorship, and trust with their audiences that moves the needle to maximum efficiency in marketing and advertising, but also ensures the business itself is in prime position to fully capitalize off of far more leads that they've already put the time, energy, and money into acquiring– not just for the first purchase, but for life.

It's that point of view that creates marketing and advertising systems that are impervious to the volatility of changing climates, platforms, and markets.

And it just so happens that these are also the tenets that investors and larger conglomerates look for, hidden within the numbers, when considering whether to invest in your brand or acquire your company.

If you've got an ironclad foundation upon which to layer more volatile channels like paid ads, you'll be rewarded every single time.

With fans, loyalists, and cash coming in, hand over fist, that you can actually put into your pocket.

That's the kind of thing dreams are made of.

This is a wildly different philosophy from Mediocre Marketing.

96% of marketers still don't realize that their lanes, and the amount of work they need to do in order to help build a real business that stands the test of time (and Apple updates), have expanded.

(3% of marketers did, and have thrown in the towel to wreak havoc in other industries like crypto, real estate, finance, business credit, and AI.)

Mediocre Marketing is among the most inefficient, wasteful kind of marketing to run for small businesses.

So the savviest brands on the planet take an entirely different direction.

We establish scaling architecture that is a connected, ironclad web of platforms, channels, teams, and departments across marketing, advertising, and operations– each sharing, passing, and leveraging data to optimize one another...

...using the Truly Scalable Framework and its protocols.

If you take nothing else from this exposé, remember this:

Scaling Profitably Does NOT Start and End with Paid Traffic.

It starts with an engineered process that allows eCommerce brands selling direct-to-consumer to finally see the forest through the trees and not only fully optimize their marketing and advertising in a way they can be proud of and that prospects vibe with, but recalibrate the scaling architecture of their companies across 126 factors that directly or indirectly impact True Scalability.

Don't get it twisted: front-end profitability matters. First-order profitability matters. But there are other factors that are quite literally just as important, that actually impact that front-end profitability, too. They cannot continue to be ignored. And when we evaluate these factors with cold, hard data and build out marketing and advertising strategies with intention towards optimizing these elements...

...something sort of magical happens with your marketing and advertising, in kind.

Front-end (your acquisition efforts)...

...and back-end (your retention and referral efforts).

It's true what they say: a rising tide lifts all boats.

When you adopt this model to running, managing, and optimizing your business to support marketing performance rather than stifle it, growth and scaling moves like clockwork, because you've removed all the hidden obstacles to seamless and profitable scaling and growth and at last, there's ease.

Your products fly off the digital (and retail) shelves, by people who find your brand utterly refreshing and just have to buy from you.

Your operations can support more and more scaling and growth without forcing you to halt campaigns, issue refunds, or become inundated with irate customer service inquiries.

Your advertising can still rock and roll amidst the ups and downs of forces outside your control, like economic uncertainty, shifts in impulse buy patterns and trends among your audiences, algorithmic hiccups, and ground-shifting ads policy changes.

Your audience not only grows, but is excited to keep buying from you, again and again, allowing you scale harder and more successfully than ever before using paid ads, because you can predict what revenues you'll generate 30, 45, and 60 days from now, with the help of lower-cost channels that are structured and calibrated to operate alongside your paid traffic in a more complementary, intentional way.

Because this methodical, systematic, structured approach is a) rooted in inclusive marketing that speaks to a myriad of consumers in ways that are highly-personalized, and b) is intentional about developing a deeply data-driven marketing, advertising, and operational groundgame that works for you rather than against you...

...it strengthens your ability to scale amidst the hardiest of advertising conditions, insulates your brand from the bull, expands your audience of buyers, and boosts your revenue without sacrificing profitability on the front end or the back.

I'm gonna keep it a Benjamin.

TAKING SHORT-SIGHTED APPROACHES TO SCALING E-COMMERCE BRANDS IS EXPENSIVE AF.

Over the last four years in particular, I've spoken with hundreds of founders, many of whom sunk their savings, their 401ks, the profit from previous quarters, or money from refinancing their mortgage into trying to scale their companies with paid traffic, influencer marketing, and social media...

...with very little to show for it.

In fact, the collective stories of brand founders who've tragically been led astray is what started me on this path in the first place.

And the fact that so many brilliant founders continue hopping from marketer to marketer, agency to agency, tactic to tactic, and strategy to strategy is only further evidence that there's a pervasive, systemic problem in how people are being taught to manage, grow, and scale companies.

Not because the landscape is packed to the brim of scammers (though there are plenty of legit bad actors who are just collecting checks and giving nothing in return).

But because so few ads managers, agencies, CMOs, marketing managers, directors of growth, coaches, growth strategists and consultants that call themselves experts are victims of tunnel vision. They aren't able to see the forest through the trees, don't know what to look for, don't even know that they don't know, and aren't carving out the time necessary to give this work enough time and attention it needs to yield real, lasting results.

If you haven't believed it in the past, I do hope you can see it now.

It's the blind leading the blind. The scariest part is: most of the time, neither party realizes it.

The red flags are there, clear as day:

IT'S WHY YOU SEE SO MANY INTERNET MARKETING GURUS QUIETLY SHIFTING GEARS INTO NEW INDUSTRIES LIKE CRYPTO, AI, BUSINESS CREDIT, FINANCIAL SERVICES, AND OTHER "EASIER" PASSIVE INCOME INDUSTRIES.

Because Mediocre Marketing approaches just can't succeed amidst the rising cost of advertising for cashflow-centric businesses like eCommerce, and expanding their skillset and retraining their teams to make the necessary adjustments is far more work and effort than they've grown accustomed to. The paradigm shift is just too stark.

IT'S WHY THE INDUSTRY PANICS LIKE ITS HAIR'S ON FIRE EVERY TIME THERE'S A PLATFORM POLICY, ALGORITHM, OR FEATURE CHANGE.

Because with razor-thin profit margins, rising CPMs, diminished targeting options, and desensitized audiences, no one knows how to create enough stability in the ad accounts and sustainability in the business to scale and grow reliably, consistently, and profitably.

IT'S WHY BRANDS ARE HOPPING FROM AGENCY TO AGENCY, MARKETER TO MARKETER, COACH TO COACH, TACTIC TO TACTIC, LOOKING FOR SOMETHING MORE THAN A MYOPIC STRATEGY MASKED AS A MAGIC BULLET.

Because quick, easy, tricks, hacks, tactics masked as "strategies" are easier to teach and learn than long-term, sustainable growth frameworks and eCommerce founders aren't really getting what they need to move the needle anymore.

"Facebook ads don't need to be that convoluted and complicated."

- A media buyer during a FB ads sales call with an eCom founder. He has since "transitioned" to email marketing.

So rather than leveling up to keep up with the times, taking off the blinders, stepping up as leaders and preparing their students and clients for the shifting market and the tumultuous road ahead, they just say things like:

"Add an upsell and raise your AOV."

This can be pretty decent advice in some cases, but it's also not nearly enough for the vast majority of brands like yours to create stability or sustainability in your business in this climate.

Again: it's all so... shortsighted.

Now, in the spirit of full transparency, I need to acknowledge something.

YOU'VE BEEN HAD. YOU'VE BEEN TOOK. YOU'VE BEEN HOODWINKED. BAMBOOZLED. LED STRAY. RUN AMOK.

BURNED.

The advice you've been given may have worked for a time, but it was short-lived. Outdated. Shortsighted. You've left tens of thousands, hundreds of thousands of dollars bare on the table, thanks to incomplete methods you didn't know were drawing their last breath.

You've invested more energy than you really had to give on trainings and courses rife with gaps that leave you stuck, Facebook groups where the blind was leading the blind, DIY ad campaigns that missed the mark, big-stage marketers with shoddy high-volume agencies, webinars and masterclasses you were tricked into joining yet delivered nothing material at all, and AI software promising to do the work for you but leaving you with trash.

And while a new approach to growth and scaling sounds like exactly what you need right now, you're still reeling from the last failed attempt that didn't move the needle.

Completely fair. And since I can't magically slip through your computer screen and peer into your marketing data, your ad accounts, your operational data, or your PnL right now (though how cool would that be?), I won't trigger you by making any guarantees.

BUT, I do want to invite you to take a closer look at a framework that invites you to look at scaling and growth a little differently.

Because we've used this approach to scaling brands to generate $1.5 billion in revenue for companies across a plethora of markets.

Remember I told you that once upon a time I was an astrophysics researcher?

Well, you can take the girl out of the lab but you can't take the lab out of the girl, because this methodology and framework has passed what is known as the 3 R's of Data Science. This framework is repeatable, reproducible, and replicable, which in layman's terms basically means that another person could use this framework and get the same successful results, whether the conditions in their business are the same as the original business or not.

How is that even possible? Because this play, unlike what you've seen in the market, actually guides elite founders, marketing managers, directors of growth, and CMOs through whether, when, and how to tweak, modify, and architect strategies, marketing programs, and advertising programs based on the data and realities of their business.

This is how brands are seeing the kinds of results they were getting before Apple's updates.

Not only that, this approach is also rooted in the same methodology and analyses that venture capital funds, private equity funds, and investors use to determine the viability and longevity of a company before they invest or buy to give them a better view of whether the brand will stand the test of time.

On the next page, I'll walk you through the three key phases of becoming Truly Scalable for profitable, reliable, impervious scaling and growth– and show you how the whole thing played out for a handful of different DTC eCommerce businesses, large, small, and in between.

Then you can make the final call. Deal?

DEAL. SHOW ME.

IN A NUTSHELL:

Mediocre Marketing evolved into a subculture that peddled marketing-made-easy tactics, hacks, shortsighted philosophies and shortcuts that built instability into businesses. In kind, they've been crumbling under the weight of rising ad costs and shifting market, channel, and platform changes.

You don't have to choose between speed and successful profitability and growth in your eCommerce business. By learning how to employ inclusive marketing, how to build a stronger scaling architecture, and mastering the art of connecting the dots across the entirety of your business, you'll be able to see what other brands can't see so you can do what other brands can't do.

The right approach to achieving double and triple-digit growth in revenue that stands the test of time (while maintaining or improving your profitability) starts with strengthening your business' scaling architecture.
Instead of asking how to scale marketing channels in this climate, consider asking, "how can I architect my eCommerce brand to scale in any climate?" Becoming Truly Scalable recalibrates across the business to arm your brand with the power to scale profitably, even in unfavorable climates where everyone else around you can't.

The current climate of the industry, particularly when it comes to paid traffic, is irrefutable evidence that the prevailing school of thought no longer works, and so-called experts haven't sought out anything to replace it with because most of them haven't even slowed down enough to realize that's what's wrong with their approaches to scaling and growth.

Psssst, these publications have sought out my insights and expertise.