Josh Lachkovic, founder of Ballpoint, dives into the challenges of creating awareness for niche markets, particularly for The Wine List. He shares innovative paid ad strategies and the resurgence of offline marketing tactics like direct mail. The discussion also highlights the importance of understanding customer motivations through interviews and effective feedback. From his experiences at Money 2020 to insights on blending AI with creativity, Josh provides a fresh perspective on growth marketing that’s both practical and engaging.