Tactical & Practical Lazy marketers are better than wasteful ones
Oct 30, 2025
The discussion centers around the idea that being 'lazy' in marketing means being efficient. It emphasizes the importance of a clear, data-driven approach to testing strategies. Marketers are encouraged to test one variable at a time for meaningful results and to pause to extract insights post-test. Real-life examples, including a successful split test, demonstrate how applying learnings across channels can drive growth. The episode critiques high-volume creative quotas, advocating for quality over quantity to truly hit business goals.
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Always Start With A Data-Based Hypothesis
- Base every test on a clear hypothesis derived from data or customer insight.
- If you can't answer "why are we testing this?" then pause and don't run the test.
Isolate One Variable Per Test
- Test only one variable at a time to isolate cause and effect.
- Avoid changing format and messaging in the same test so results remain clear.
Pause, Learn, Then Apply Widely
- After each test, stop and ask what you learned and whether it supports your hypothesis.
- Then apply those learnings across other funnel areas to compound gains.