Let's face it, when growing demand for your business, you're faced with a bunch of uncertainties.

Can I hire the talent needed to succeed? Will I be able to generate enough demand for my product to be profitable? Are the marketing channels I'm dependent upon for growth going to be too competitive? Will I have to learn TikTok; I'm not funny enough :/

However, other things have a little more certainty around them. Most successful businesses master a small number of marketing channels that drive a disproportionate amount of their growth. Only a small number of the experiments you run will result in something meaningful for your company. And the channels that drive growth today will eventually plateau in the future.

A marketer focused on growing demand for their business is much like a portfolio manager. That portfolio is comprised of assets in the form of marketing channels:

- Those assets need to grow over time.

- The portfolio needs rebalancing over time by discovering new assets to drive future growth.

- Experiments help the marketer discover those assets.

Happy Growing!

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