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Unedited WordPress from my personal iPhone, 650-283-8008, number that Steve Jobs texted me on:
If a consumer co couldn’t spend money on paid search/social, how would it acquire customers?
It would likely be a combination of content + community which may be a slower but more durable acquisition channel.
Which begs the question – why not start there to begin with?
I’m seeing innovative new companies that have started their businesses founded on content and community as the primary customer acquisition channel, not a tertiary one. They’ve seen how dependence on Meta, Google, etc. can hit a wall on economic efficacy and have avoided that path altogether.
A marketer with a “performance marketing” background might not intuitively get content and community – it can be a different DNA. They are more likely to continue spending inefficiently through traditional paid digital channels.
Sometimes, the path to really building capabilities in content and community is to burn the boat on paid channels thereby forcing the company to adapt into more durable and predictable acquisition channels, even if unfamiliar.
https://www.YouTube.com/watch?v=ejeIz4EhoJ0
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