If you want growth, you have to take risks.There’s no way around it. No perfect plan.

So first thing, if you want to get growth, if.

You want to run.

Experiments, you have to take risk. There is no alternative, zero alternative. If you wanted.

Everything to be a.

Done deal, A plus, guaranteed, proven, before you even did anything, we would all be sipping pina coladas at the beach. Why are we here? Like, that's not.

How marketing works.

That's not how reality works. Now, let's take a specific example. For a small brand.

When Paramark.

Starts advertising, guess what? We're not gonna run a national campaign.

We're gonna.

Build an account list. We know the thousand companies that we want to go after, and we're gonna take our advertising and split that account list into half and say for half of that account.

List, that's gonna go into my LinkedIn.

Audience, and the remaining half is not going to go into my LinkedIn audience. That's a very simple test.

It's not done by.

GEOs, it's done by account lists. I could structure it differently. I would say, hey, we're based in California, we're based in sf. Our entire team is here. We're only going to advertise in sf. Or let's flip it. We're only going to advertise in New York to see if we can lift our inbound demos from New York. There's nothing stopping you from doing that.

We could run that.

Test for $500. You could run that test for a thousand dollars. You can run that test for $100,000. So this idea, if you need big budgets to do this type of testing, his plane roll.