Stop building forecasts on wishful thinking. Tear apart your spreadsheet, stress-test every assumption, and account for real variables like elections and seasonal dips. Ask if your November numbers actually make sense.
So we have to do is you have to see the error in your model and then you have to put in something to fix it. And you need to have a projection to do that. And so many businesses, if you don't do it, you redline everyone. Then you try and just grow, grow, grow. And you're trying to grow a single channel and it's just ridiculous. So sit down, just tear your business to shreds with a spreadsheet and ask yourself the question, is this reasonable? Can I do it in November of this year? There is a midterm election. Your ads are going to shit to bed. Guys. I'm sorry. So if you're projecting for a giant November, it's not going to happen. So just stop. If you're projecting for a really high share rate in the first week of July, it's not going to happen. So you have to take those things into account. You're probably going to take holiday, so is your staff. Your ads account will go down once. All these things will happen. Project for it.
