“If it ain’t broke, don’t fix it!” Let me explain why this ubiquitous phrase doesn’t apply to growth marketing.
Over the last decade, I’ve been fortunate enough to have worked in positions at complacent startups, maximum-throughput Uber and many points in between. This has led me to firmly believe that every company should, at a bare minimum, focus 10% of their efforts on new experimentation—”bare minimum” being the key phrase!
In its early days, the San Francisco-based founders of Airbnb were feverishly experimenting with methods to increase bookings.
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