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S1E6 - Moonshot Marketing and how to place bets
Growth Vault
The Importance of Opportunity Costs in Big Bets
I think that's probably the most hidden part of taking big bets is the infrastructure needed to actually deliver. Forget impact. Just deliver, right? So, it's not one that I'm coming up with organically, but having that demand capture engine set so that all of the demand gen you're doing actually has impact that you can extract. Yes. When you spend a lot, you want a direct zero to 14 lift on that and you'll see it in terms of your share of voice,. One of our things that we used to talk about in early 2010 was lift, brand, brag, or share of always on sopter.
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