Three customer acquisition levers

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Jars of Rock Candy

Of all the formulas used to describe how customer acquisition works, this identity equation is as simple as it gets: [Dollars In] = [Dollars Out] x [inverse of Acquisition Cost] x [Conversion Rate] x [Transaction Size] That’s it.  When you pay for a marketing campaign with the goal of driving revenue, then everything you need… Read more »

My $1B market is bigger than yours

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Hamster in a wheel

When I stepped into my second consecutive Starbuck’s to meet Nir Eyal at the end of a long day, my brain was squishy.  The hamster in there was just sitting on his wheel, biding his time.  But from the moment Nir opened his mouth, the ideas flowed out and forced me to think and reconsider… Read more »

Build an ugly, unsafe product

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Oil drums

If you’re targeting mass consumers with a new technology*, then scrap together something useful.  Solve an obvious problem in a smart way that’s never been done before.  Or find a subtle problem and be the first to solve it.  We don’t mind jumping a few hurdles.  It’s all right if you give us Courier font… Read more »

What’s the deal with customer acquisition?

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Bar - advertising neon sign

A man walks into a bar and sits tentatively at a stool in the corner. The barkeep notices the man’s SoLoMo.co shirt (something like that) so he offers to redesign the newcomer’s website. But the man kindly refuses the barkeep’s offer. Having noticed white scuffs on the man’s shiny black loafers, the barkeep offers him… Read more »