Nicolas KorvessisChief Executive Officer, Scale Lab · CEO Of Scale Lab 🧪 Scale Your Business With The 'Pyramid Of Growth' See how it works below! 👇

Marketing for your business is investing - but don't do it without validating your market first.

24 Mar 2026 · 1 min

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1:08

In this short video, the presenter uses a personal story of buying a Pokémon card for $400 that later sold for $4,000 to illustrate how investing principles apply to marketing. He emphasizes that just as the card’s value grew because the market validated it over time, a product, book, or course must be validated by the market before heavy investment. The speaker warns that many creators launch without true market validation, leading to poor performance, and stresses the need to test ads, creatives, and offers, conduct market research, and monitor trends to ensure the market actually wants the offering. By treating marketing as an investment and letting campaigns run to gather data, businesses can grow faster and smarter.

Chapters

I bought this card for $400 and now it's worth $4,000. This same investing principle can be used inside of your marketing. Here's how. And it's all about market validation. It's the same thing with any other kind of investment. I didn't make this card magically worth $4,000 overnight. Over time, the market validated it. And it's the exact same thing with your content and your paid marketing. You gotta let things test, you gotta let things run for a little bit and see what the market actually decides. So many people create a product, write a book, make a course, and they put all this blood, sweat, and tears into it, and they never even got true market validation from it in the beginning. And they wonder, why isn't this thing working? Well, it's because the market didn't validate it, and it's not something that they actually want. It's something that you thought that you wanted. So it's super important to always test ads, test creatives, and test different concepts of offers for your business to see which one the market actually wants. Doing more market research, seeing what's trending, seeing what people are actually interested in is going to help you a lot. Same principles apply in marketing, just like in investing, whether it's Pokémon or something else. Use it in your business to grow faster and smarter.